If You’re Not A/B Testing, You Should Be!A/B testing allows marketers to adjust a campaign to perform at its best. There is always something to improve or optimize, but it takes this style of testing to determine what that change should be.
At the end of 2017, about 68% of B2B Marketers in the United States were performing A/B tests. A/B testing digital marketing is a best practice to figure out the best digital promotional and marketing strategies for your business. It allows you to compare your existing advertisement to a slightly altered version to identify which version drives more engagement and conversions.
What Is A/B Testing?
In an A/B test, you take a webpage, email or display ad, and modify it to create a slightly different version of the same page. The difference can be as simple as an alternative headline or button color. Half of your traffic is shown the original version of the asset (called the A Group, or the Control) and half are shown the modified version of the page (the “B” group or variation).
What Does A/B Testing Do?
A/B testing allows marketers to adjust a campaign to perform at its best. A/B tests show how certain elements impact customer behavior. Testing one change at a time pinpoints what affects user behavior, and what doesn’t.
A/B analysis is typically an ongoing process. There is always something to improve or optimize, but it takes this style of testing to determine what that change should be.
Think of it this way, scientific experiments follow a process of adding and removing variables to measure effects. A/B testing is the same idea, but with emails, websites, or online display ads. You are gathering statistics to make informed decisions about what to keep or change.
Why Should I Do A/B Testing?
Every company has unique combination of what works best, like a code that needs to be discovered. Your business (and your marketing agency) are the only ones that can run the test and decipher the results.
You may find that a green button with the words “Download Whitepaper” may work best for your company, whereas a blue button with the words “Get My Whitepaper” works best for another company. There is no way to know until your specific company (or a digital marketing agency) does that specific A/B test. Testing gives you the data needed to back these changes up, which validates decisions with clients, teammates and executives.
Using A/B testing to understand your audience’s preferences and behaviors will boost your current and future campaign results.
How to Start A/B Testing
Through A/B testing, you can analyze nearly anything you are interested in changing. For example, you may want to test the color scheme of your marketing emails, which can be a powerful factor in influencing customers to take action. Or, you may want to see if changes to your ad copy affect click through rates. Keep in mind that you only want to test one variable at a time to clearly analyze the results.
First, decide what you are using to test: an email, website, or advertisement. Determine what the best way to measure the success will be. For emails, you may want to track click through rates. For websites or ads, you may want to use Google Analytics to see impressions and conversions. Give each version of your piece a unique landing page or UTM code so that you can easily record the difference between your Control and Variant.
A/B testing allows marketers to ensure media is optimized to drive the conversions, and at Central New York Media, it is an important part of any campaign we run.
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