Benefits of A/B Testing in Marketing
5 min read
How do you know if your marketing campaigns are working? Or, how many times have you tried to boost your conversion rate, but failed?
If visitors are not converting to your website, then certainly, there is a problem. Something is stopping them.
Maybe you need a new web page design. Perhaps you should change the color or the graphics.
These ideas don’t mean much without proof. In other words, the question still remains: how do you know that the new designs will convert more visitors compared to the previous design?
This is where A/B testing comes in.
A/B testing shows you if your marketing campaigns are working, and where you can change to improve effectiveness.
But, what is A/B testing and what are its benefits?
A/B testing, also known as split testing, is a marketing experiment wherein you “split” your audience to test a number of variations of a campaign and determine which performs better. In other words, you can show version A of a piece of marketing content to one half of your audience, and version B to another.
In simple words, A/B testing is the method of testing two versions of a web page, landing page, email, or any other marketing assets with just one different part.
For example, if you’re A/B testing a title, you would generate two versions of the same page with just the title changed.
And, once you prepare your variations, you present each version to half of your audience. The test will show you which version proved successful among your audience based on particular metrics, such as conversion rate or time spent on page.
Here’s a video explaining A/B testing.
When you invest a lot of your time and energy in designing pages for your website, it can be disheartening when visitors just bounce from your website without spending any time reading your content or observing other pages.
There can be several reasons for your website’s high bounce rate such as lots of choices, expectations mismatches, and so on. If this is happening to you, it’s time to consider optimization through A/B testing.
Whether it is adjusting fonts, titles or anything else on your pages, the direct comparison performed with A/B testing will help you identify the best combination of elements. It identifies the combination of elements that helps you to keep visitors on website or app longer. Read more about Top 6 Website Engagement Ideas to Create Great Visitor Experiences.
And, the longer time visitors spend on site, the likelier they’ll see the value of the content, eventually leading to a conversion.
Performing A/B tests enable you to generate marketing plans for your website. By redesigning problem areas, you can reach a broader audience and increase their stay on your website. For this, you should review and analyze the results of the A/B tests carried out.
This way, you can focus your energies on boosting the traffic and the conversion rate of your website. Both are the leading indicators that define the success of a web page.
Moreover, it is also a great idea to set targets as the percentage you wish to develop your traffic after the A/B tests. This will let you stay focused on improving a particular area of your site for every test you do.
In some situations, making major changes to your website can result in substantial losses or notable strategy changes. A/B testing can help you analyze visitor and customer behavior on your website before investing in major decisions.
In short, A/B testing helps you avoid unwanted risks by enabling you to target your resources for maximum results and efficiency. Ultimately, marketing works better which helps increase ROI, short-term conversions, long-term consumer commitment, and other relevant metrics.
NOTE: External factors can impact the results of your test. Be sure to factor in holidays or any other events which can affect customer behavior when planning your campaigns and tests.
Performing A/B tests let you identify problem areas on your website and test with different design options.
If you want to examine your website in-depth, you can begin by reviewing the following parts of your site:
When developing a website, you should not only consider the visual personality of the brand but also the choices of the users for whom the website is developed.
Begin by analyzing the information on your site’s performance. The best way to identify problem areas and perform A/B tests is to confirm which option your users like best.
A/B testing is the simplest and most efficient technique for generating content that converts. When you take time to thoroughly craft two versions of your campaign, it’s comparatively easy to understand what works and what doesn’t.
A/B testing two versions does take a lot of time and effort, but when done properly it will certainly help you convert more leads.
One of the greatest benefits of A/B testing is that it is very easy to analyze genuine, accurate results. It makes it simple to find wins from losses based on simple, reliable metrics (i.e. time spent on the page, number of conversions, page views.)
Moreover, testing can also help you closely monitor visitor behavior on your website. The goal is to boost your return on investment for both short-term and long-term conversions.
Here’s a simple example: You design 2 business cards with a separate marketing plan and give 2 different phone numbers. The contact number that receives the maximum calls is definitely a winning card.
It’s difficult to understand what your site visitors prefer when they visit your website. A/B testing is one of the best ways to confirm what your visitors like.
Many think A/B testing applies only to forms, images, and CTAs. Actually, you can A/B test any marketing and promotion campaigns online and offline.
Moreover, marketers often test PPC ads to see what works the best. And, in such situations, the solution to solve the PPC blind spot is call tracking. If you need phone call attribution, testing abilities, marketing visibility, and increased revenue — you must use PPC call tracking.
Read more about 4 Reasons Marketing Must Use PPC Call Tracking.
Sometimes, it’s the tiniest change that makes the most difference in determining a combination that captivates readers and converts visitors.
Understanding precisely how to get your target audience involved in your online marketing actions can be a difficult task. A/B testing helps build a track record of information that will help you discover exactly what content will get and keep your audience captivated.
Remember that there are many considerations that you should take into account while performing A/B tests. Make sure you do everything feasible to promote your online presence.
Have you performed A/B testing to promote your business? Can you think of any other benefits of A/B testing? Do share your experience in the comments section below.