How to Use A/B Testing to Increase Conversions
Every brand wants to get the most out of their marketing efforts. They want to drive the best results possible from every campaign they launch. That is why it’s essential for marketers to use A/B testing. A/B testing is the process of launching two marketing or advertising campaigns to see which version performs best. The two versions are very similar and include only a small difference. By running the A/B test, you can see which version is more effective and the better investment for your marketing budget. A/B testing can be used for most marketing campaigns and materials. It is often used to test: Related: See How This Effective Marketing Campaign Turned $725 into $5,625 If you are running ads or marketing campaigns, you should be utilizing A/B testing. There are multiple benefits to testing different versions of your marketing campaigns. Through A/B testing, you can: Related: Set Your Marketing Budget By Asking These 6 Questions If you are running marketing initiatives, you likely already have things you could be A/B testing. Here are a few options for what you can test. Related: The 7 Essential Marketing KPIs Every Brand Needs to Know and Monitor Now that you know what to test, here are a few tips for running an A/B test. Decide how to run your A/B test. You have different options for running your A/B test. You can promote two different versions of your campaign, or you could use A/B testing tools. Consider what you want to test and then research your options to find the best way to test. Assign a control and challenger. The control is the version that is the baseline for your A/B testing. The challenger is the new version that includes the changes. Create a hypothesis. Before your A/B test, consider what you think will lead to different results. Come up with a hypothesis of how the changes might impact the results. For example, your hypothesis might be to change a button color to drive more clicks. Don’t test more than one thing. The key to A/B testing is being able to determine what led to different results. If you change too many things on the challenger version, you won’t be able to attribute the higher results to any one change. Assign one major change to each A/B test. Use the same sample size. To get the most accurate results, you need to show the control and challenger version to the same amount of people. A different sample size can alter your results and not provide an accurate conclusion. Give it enough time. As you run A/B tests, make sure you give enough time for results to show. Don’t base results on too short of a time period. Analyze the results. A/B testing is only as good as your review of your experiment. Take time to study your results, compare your findings with the hypothesis, and document what you learned from the test -- so you can use what you learned to run even more A/B tests. Related: How to Create a Marketing Calendar to Manage Upcoming Content & Promotions Without A/B testing you will never know if your ads and marketing campaigns are working the best they can. Use these tips to start running A/B tests and ensuring that you get the most out of every dollar your brand spends on reaching and converting customers. If you need help getting more out of your marketing efforts, let’s talk. MyArea Network has a team of local marketing experts ready to help you boost the effectiveness of your marketing efforts. Talk to our team today about how they can help you drive more leads and sales for your local business. What Is A/B Testing?
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