Do you ever wonder how effective your marketing efforts are? When marketers write persuasive email copy and create landing pages, they do this hoping that the audience will click and convert. The digital marketing space can be unpredictable, and marketers cannot always rely on intuition and hope for the best. Creating a successful campaign that increases conversion rates and yields high-performing results requires a forward-thinking approach. By performing an A/B test, marketers can make incremental improvements that yield quick, positive results.
What is A/B Testing?
According to HubSpot, A/B testing, which is sometimes known as split testing, is a marketing tactic that enables brands to observe and compare two different versions of a website, advertisement, landing page, or call-to-action button, and how they perform alongside one another. The version that moves the metric toward a positive direction, has a higher chance of increasing the ROI.
Why should you consider A/B Testing?
The fact is the target audience consists of unique individuals who will not have the same response to the same style of advertising. By creating a split test, marketers create two versions of the same content and gain a sense of audience preference, ultimately identifying the best ways to communicate with the intended audience. A well-planned A/B test can make a significant difference in the effectiveness of your marketing campaigns. By narrowing down the most valuable elements of a marketing campaign, brands can optimise efforts to get as many positive results as possible. A/B testing can benefit your strategy in the following ways:
1. Increased Sales
One of the most important reasons why a brand should perform A/B testing if it is not doing so already is that it can help boost leads and increase sales. This enables marketers to experiment with marketing elements and find a perfect combination that provides outstanding customer experiences and boosts confidence in a brand and the services or products offered.
2. Reduced Bounce Rate
It is every digital marketer’s goal to create a website that motivates visitors to stay longer. When visitors stay on a website or app for a considerable amount of time, it means users find the content on the site compelling and brands get a higher chance to convert them into customers. A high bounce rate can mean that the website navigation is complex, or users are faced with too much technical jargon. With A/B testing, marketers can easily identify the type of content users like and use the insights gained to build a better site for an improved overall online experience.
3. Improved Content Engagement
Do you know which type of content attracts more leads and boosts traffic to your website? Experimenting with content delivery through A/B testing can help marketers gain a better understanding of the type of content that resonates with customers and shift resources to tailoring content for improved engagement.
4. Lower Cart Abandonment Rate
Online stores have one challenge in common – shopping cart abandonment. To overcome this hurdle, e-commerce sites should focus on optimising their check-out experience and drive more successful conversions by designing a seamless online shopping experience. This is where A/B testing has proven to be beneficial, by helping e-commerce companies find the optimal combination of tweaks on order pages that encourage shoppers to complete the purchase.
An A/B test might be a quick way to determine what’s working and what’s not, but it is not advisable to take the test just for the sake of taking it. To get the most out of the test, there should be a strategy and plan in place. It is also essential to know what you are measuring. Do you want your audience to sign up for something, buy a product, or act on an email sent to them purely for marketing purposes? Whatever the case may be, start with a goal, prioritize the campaign elements you want to measure, and run the test. If you are not already harnessing the immense benefits of A/B testing, you should do so – now!