Understanding the Fundamentals of A/B Testing
While shopping at a store, have you ever noticed two similar items? Maybe you were drawn to one based on the color, graphics, or text of its packaging? This common experience is not unlike A/B testing. However, when it comes to marketing, the A/B test may seem more like buzz phrase than an actual tool for transitioning into new content. Though, you’d be wrong to dismiss it.
A/B testing is one of the most effective ways to understand user experience through web design and development. All you need to get started is a metric for success and two different but similar ads, web pages, or emails to experiment with among your consumers. The content they choose could tell you a lot about your current strategy.
Ready to subject your website visitors to a calculated content quiz? Study up on the ABCs of A/B testing before you get started on your next marketing campaign.
A is for Accessibility
Developing an accessible website means eliminating roadblocks — especially the ones that take your users on a detour (away from your call-to-action). These barriers to success could be anything from long, tedious forms to too-small text. Whatever the issue, if you suspect an element is detracting from an inbound marketing metric, create a B test that addresses it and let your users’ clicking do the talking.
B is for Best Practices
Among other things, the main purpose of A/B testing is to investigate best practices. Whether you’re assessing your tried-and-true tactics or you’re looking for a new and interesting channel to explore, presenting your visitors with options can help your company gain invaluable insight into brand-building content strategies.
A/B testing shouldn’t serve as a way to constantly change up content. Instead, it should offer a sort of style guide: one that tells your marketing team how to quickly produce the kind of copy and graphics that keep users coming back.
C is for Conversions
Ultimately, as much as you like visitors to “come again soon,” your company really needs repeat business (re: customers) to continue. This is where conversions come in. Keeping track of analytics — hits, click-throughs, time spent, etc. — is key. Note this: How does the experience help or hurt your metric for success?
Analyzing that data alongside the type of content lead and its eventual conversion through sign-up form, shopping cart (or eCommerce experience), and more will tell you what areas you need to work on, as well as which ones you should ditch altogether.