What is A/B Testing and How to Use It?
A beginner guide to A/B testing and achieving quick results.
What is A/B testing?
A/B testing, sometimes referred to as “split testing,” is a user experience research method that compares two versions of something to learn which performs better. When it comes to ever-evolving digital advertising, A/B testing is extremely important, as it helps us learn new strategies to improve our campaigns.
Benefits of A/B testing?
A/B testing can help you implement long-term strategies and solutions for your brand or your clients. A/B testing is highly customizable to fit everyone’s individual needs and goals, but here are some common benefits of A/B testing:
- Make data-backed decisions
A/B testing takes the guesswork out of your advertising and marketing campaigns, enabling you to make informed choices when it comes to optimizing your content.
- Reduce bounce rates
With A/B testing, you can try out different tactics of retaining your leads and audience on your website longer, increasing the likelihood of them interacting with your content.
- Quick results
In a fast-paced world of digital marketing, quick and reliable results are crucial for increasing campaign effectiveness. Even a relatively small A/B test can provide significant, actionable results that allow for low-risk modifications and improved campaign performance.
How do you start A/B testing?
- Carve out a portion of the budget to test with (percentage allocation will depend on the overall client budget). The remaining budget should be prioritized for the highest-performing campaign.
- The A/B test campaigns should always run at the same time. The only variable that should be different is what’s being tested—everything else, such as flight, budget, and audience should be the same.
- The testing period should be set for about 2-3 weeks, no matter which of the two tests (or both) you decide to move forward with.
- The key performance indicator (KPI) of A/B testing for lead generation campaigns should be Leads/Cost-Per-Lead (CPL), and the KPI for brand or traffic campaigns should be website traffic or clicks.