Also known as “split testing,” A/B testing is an evaluation strategy that can improve your digital marketing campaigns. If you want to drive customer engagement, improve your ROI and start conversations, keep reading to learn how this testing can benefit your business.
What is A/B testing?
A/B testing compares the performance of two versions of content to see which one is more successful. To carry out the test, the control (A) version is compared to the variant (B) version to determine which appeals to your audience the most and accomplishes other goals based on key metrics.
To conduct A/B testing, send version A to one group and version B to another. Marketing efforts to test include:
- Websites: Using different text, images, colors, designs and calls to action, monitor visitors and their actions on each version to determine which yields the highest interactions.
- Email campaigns: Vary the subject lines, images or calls to action during an email campaign to see which element influences customer habits and works best. Compare key factors such as open rates and link clicks.
- Social media: When testing social media, use content selected by editors versus content chosen based on an algorithm’s behavior to see which content appeals to your audience more and which posts generate better engagement.
What can A/B testing help with?
A/B testing helps identify which marketing strategies are working and which are not. Additionally, it shows what your audience is interested in and more likely to respond to and act upon.
Implementing these tests can also pinpoint which elements of your marketing strategy need improvement or a possible new direction.
When should you use A/B testing?
From targeted ads and campaigns to posting and updating your website, when should you use A/B testing? There are two main aspects to consider when doing a split test.
- New launch or post: When launching a new website or email campaign or trying a new style on social media, use A/B testing to determine what content will perform best with your target audience and new customers. Use the test results to compare and contrast the performance of each version to see which worked best.
- Digital campaign performance: Is your digital marketing not performing to your expectations? A/B testing can isolate the issue plus determine what aspects are driving your content’s performance higher.
In a “nutt” shell
A tool for optimizing your digital marketing strategies, A/B testing provides the metric information you need while increasing your audience interaction and business performance. Are you ready to test your marketing strategies? We can help with content creation, website development, A/B testing and more!
McNutt & Partners is a full-service advertising and digital marketing agency. Contact us for your marketing needs! Call 334.521.1010 or visit our contact page.
