The term ‘A/B testing’ refers to the process of equating two versions of a web page, email, another digital marketing asset. These two versions have just one element that is different between them. For example, if you’re performing an A/B test on a headline for a landing page or a blog post, create two versions of the same page on your website with only the headline that is changed. You would then present each form to half of your visitors. The A/B test will show you which version was most popular among your audience based on specific metrics, such as conversion rate or time on page.
Companies are making the discovery that data is just as a product in the same manner as are the items and services they sell. Irrespective of if it involves a product, service, or content on a website, business is all about putting together value for customers. The more value which you can provide, the more chances your company will be successful.
What are the benefits of A/B testing?
A/B testing permits people, teams as well as companies to make considered changes to their user experiences while, at the same time, collecting data on the results of this type of test. An A/B test allows digital marketers to build out hypotheses as well as to learn better why particular elements of their experiences have an impact on user behaviour.
As opposed to just answering a one-off question or settling a disagreement, A/B testing can be utilised consistently to improve – on a continuous basis – a specific experience. A single goal – such as conversion rate – can be improved over time. For example, a B2B technology company may wish to improve quality of the sales leads that that get as well as and sales volume from campaign landing pages. In order to achieve that aim, the digital marketing team would try A/B testing changes to the headline of the page as well as visual imagery, form fields, call to action in addition to overall layout of the web page.
Testing one change at a time assists them with pinpointing which changes had an effect on their visitors’ behaviour in addition to which ones did not. Over time, the digital marketers can combine the effect of multiple winning changes from experiments to show the measurable improvement of the new experience as opposed to the old one.
A/B testing as a method of introducing alterations to a user experience also permits the experience to be optimised for a desired outcome. It can make vital steps in a digital marketing campaign more effective. Through the process of testing ad copy, digital marketers are able to learn which version attracts more clicks. By testing the ensuing landing page, they can discover which layout converts visitors to customers in the best possible manner. The overall spend on a digital marketing campaign can actually be decreased if the elements of each step work as effectively as possible in order to acquire new customers.
A/B testing can also be utilised by product developers as well as designers in order to demonstrate the effect of new features or changes to a user experience. Product onboarding, user engagement, modals in addition to in-product experiences can all be optimised with A/B testing if the goals are clearly defined and you have a clear hypothesis.
Your business is unique and possesses special characteristics which makes it irresistible to your target market. By using A/B testing to experiment with marketing those characteristics in order to find the ideal combination for your customers not only gives them with better experiences but it also inculcates trust and confidence in your brand and company. When visitors begin to trust your organisation owing to the value you provide, improved sales and loyal customers are a natural result.