Tip Tuesdays Ask an Expert: “What is A/B Testing?”
A/B testing is an analysis strategy that allows you to compare the effectiveness of two different versions of a marketing element, ad, or campaign to see which one is more effective. When it comes to marketing, you want to make sure that you’re getting the most bang for your buck. Subtle differences in an ad can make a big difference when it comes to conversion rates.
How’s is A/B testing done?
First things first. In order to get clear results from A/B testing, the variable being tested should remain consistent. Whether it’s changing a CTA (Call to Action) such as (Sign Up Today!) or (Click Here to Solve Your Problem!) on a webpage, or changing visual elements such as font or images on a Social Media Ad, or changing the subject line of an email, the change should be specific between the two sample groups. Everything else about the ad or campaign should remain the same.
Once you’ve decided what element you’re going to test, you’ll want to create the two ads and run both versions for a specific period of time. During this time, collect data in the form of click rates, conversions, and sales. Once all of the data has been collected, you’ll want to analyze it to see which version was more effective. The last step is to implement the most effective strategy!
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