A/B testing in marketing serves as an effective marketing strategy that can make a significant difference in your business. A/B testing is a fundamental marketing strategy, especially in circumstances where you need to find out what works. With this method, two different versions of one marketing element are tested to see which one brings better results.
The marketing element could be an e-mail, advertisement, website, headlines, a landing page, images, etc. In A/B testing, A typically refers to the original version, where B is the new version being tested against the original. The purpose of this strategy is to help you make data-driven decisions towards your marketing efforts.
What Elements do Marketers Typically A/B Test?
There are different ways to approach A/B testing for every element. Let’s break down the key marketing elements you can A/B test to improve your marketing strategy:
E-mails: Your e-mail subject line is your first impression; it helps readers determine whether your message gets opened or not. Additionally, you should A/B test different greetings, send times, and e-mail tests.
Social Media Campaigns: Not all content performs the same on every platform, and there are various social media metrics you should track. For A/B testing, look at variations in video and image visuals, post copy (various tones), hashtags, and posting times. You may find that your audience engages more when you ask a question in your content versus when you constantly feed them information.
Headlines: Your headline has one job: to hook attention. Explore A/B tests that compare curiosity-based messaging with value-focused content. Additionally, experiment with headline variations ranging from sales-oriented to more subtle approaches. The difference may seem subtle, but the results won’t be.
Call-to-Action (CTA): Your CTA should be irresistible. If you’re looking for ways to improve your CTA, A/B testing is one of them. Your approach should help you figure out what makes it work. Test different placements, be it top, middle, or bottom of the page, wording, and design.
Landing Page: Your landing page is key in educating your audience and nudging support from them. With landing page testing, you can look at everything from the headline, hero image, testimonials, form length, and even the layout should be tested. You can try a minimalist layout versus a more detailed one. Test a video explainer versus static copy. Ensure that your landing page reduces friction and boosts conversions.
Is A/B Testing a KPI?
Yes, A/B testing is a key performance indicator (KPI) since it’s a method to measure performance. Performance is evaluated using predefined KPIs such as the following:
- Conversion rates
- Click-through rates (CTR)
- Bounce rates
- Time on page
- Engagement metrics (likes, shares, comments)
- Lead generation rates
- Sales revenue
- Cost per acquisition (CPA)
- Customer lifetime value (CLTV).
The specific KPIs you use will depend on the marketing element you’re testing and the overall objectives of your campaigns.
How is A/B Testing Calculated?
A/B testing is calculated by splitting your audience into two segments. Group A sees the original version, while Group B sees the variation. You then track specific metrics, like conversions or click-through rates, over a set timeframe. The results of either variant will determine which one performs better.
Data is essential in helping you understand how your audience reacts to your marketing attempts and how it performs. Tools typically use metrics like p-values (probability value) and confidence intervals to calculate accuracy. This ensures your decisions are based on reliable data, not assumptions or guesswork.
The Best A/B Testing Tools
Choosing the right A/B testing software can help you make smarter marketing decisions. Here are three trusted platforms to consider:
1. Convert
Convert offers advanced A/B and multivariate testing with strong data privacy compliance. It’s ideal for experienced marketers needing in-depth insights and fast, reliable results.
2. VWO (Visual Website Optimizer)
VWO provides a user-friendly platform with drag-and-drop editors, heatmaps, and behaviour analytics. It’s perfect for marketers who want to test everything from CTAs to full landing pages without coding.
3. Optimizely
Optimizely is a robust experimentation platform used by large enterprises. It supports A/B testing, multivariate testing, and server-side testing with powerful analytics, ideal for businesses needing scale and precision.
