What is A/B testing?
A/B testing is simply a way to compare or test two versions of something by manipulating a single variable. In marketing, A/B testing is about testing two slightly different versions of your marketing content, and seeing which resonates the most with your audience. A few variables you can test are: CTA (call to action), imagery, headline and color.
A/B testing helps marketers understand what type of content users resonate with most, and can greatly improve conversion rates.
How does A/B testing work?
The first step is to figure out what you want to test. Let’s say headline. Then, you need to decide how you want to evaluate its performance – for example, number of site visitors. To run this test, you split your audience and show these two versions of your content, and determine which influenced your chosen metric the most. In other words, which headline contributed to the most site visitors?
Benefits of A/B testing
There are many benefits to A/B testing – but it’s important you know how to analyze your results, in order to get the full benefits.
The first benefit would be low cost, high reward. A/B tests are easy to conduct, and can be super beneficial if what you are testing works!
The second benefit of A/B testing is that you learn about your customers. More specifically, you learn what types of content and communication stick, and from there can tailor the rest of your content accordingly.
The great thing about A/B testing is that any business (B2B or B2C) or industry (service-based or product-based) can conduct these marketing tests to further develop their brand and business.
Lastly, by conducting these A/B tests, you will likely see results such as: increased website traffic, higher conversion rates, lower bounce rates and lower cart abandonment rates.
