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A/B testing consists in comparing two options and evaluating which one performs the best. It can be used for many different cases such as headlines, emails, search ads, etc. Well used, A/B can help you determine effectiveness of a marketing plan and make you save money.
This article is a beginner’s guide on how to deal with A/B testing and aims to give you some keys to start testing.
When talking about A/B testing, there two options available. If you are planning an on-site A/B testing, then you will be talking about pieces of your website and elements you want to test. With off-site A/B testing, it will refer to either an ad, an email, a call-to-action, an headline, etc. For an email, it is about testing two versions sent randomly to your database and see which one convert the best. You then will know which option to select for your next email campaigns. For an ad it works the same. Knowing which one drives the most converted targets will provide you useful data on how to spend your ad budget.
Moreover, tests need to be run at the same time to be effective and you should not test more than one thing at a time.
But to make your choice valuable, you need to rely on variables. For instance, if you are testing a call-to-action, you will need to pay attention to:
A/B testing thus needs to be thought in terms of goals and results. There is no need to plan an A/B testing if you do not know what you are looking for at the end. The purpose is to get something better than currently.
A/B testing can be used for almost everything, but obviously, you are not going to test every single element of your website. Here is what you should focus on:
When talking about emails you should pay attention to:
About ads, it will be more about the headline and the offer in itself even if images and call-to-action also need to be tested.
Remember that when testing different ads to offer equal promotions to get relevant datas.
A/B testing duration depends on how much traffic you get. It can take a few days like weeks since as we said above you should only test one thing at a time if you do not want to struggle with feedbacks. Starting from that, you know that you have to be patient if you look for qualitative results.
It is important to find the right period as a short one will not drive enough audience to draw conclusions and a too long one will skewed your results with too much data.
In clear, knowing what A/B testing can bring you – a beneficial impact on your bottom line – you should take the plunge.