Have you ever been stuck with a tough decision between two great options? A/B testing could be the solution you’ve been searching for to making the best choice. Though it might seem self-explanatory, let’s cover three key questions and answers to fully explain A/B testing.
What is A/B testing?
A/B testing is used to compare two versions of a marketing and advertising component using a specific measurement to define success. For a clear example, many use A/B testing on their website’s homepage by testing variations of headlines, fonts, switching up calls-to-action (think “Click here!” versus “Try it now!”), and experimenting with graphics or images to see which one users click on or gravitate to more. By using this type of testing, you can see which variation has a better conversion rate and reaches the goal you seek.
What can you test?
At Porchlight, we are currently using online A/B testing for ads, emails and website design. However, you can use this type of research for nearly anything that can be changed and split into two unique variables, including graphics, more long-form copy and linking—just make sure you’re concentrating on the big-picture focus to avoid wasting time.
Why is it important?
A/B testing is one of the most effective ways to figure out the best online strategy tailored to your business’ needs. Instead of blindly measuring your marketing efforts, A/B testing can make your promotions and designs more lucrative and successful by specifically showing what website visitors, subscribers, etc. want to see. Knowing what works and what doesn’t for your audience is invaluable when creating marketing materials.
When A/B testing, always remember:
- Skip jumping to conclusions—consider what certain results truly mean and if they are worth changing what you already have to produce results.
- To make sure your A/B testing software is accurate, run some A/A testing the same variable and ensure accuracy when you introduce the B component.
- Don’t stop at just one. While it may be difficult to analyze results in the beginning, when it comes to increasing your conversation rates (and in turn, impressed customers and increased sales), it’s best to keep going!