The ABC's of A/B Testing and Marketing Campaigs - Oyova
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The ABCs of A/B Testing

The ABCs of A/B Testing

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.

Want to examine how and why your customers connect? Give us a call today to find out how we can help you produce strategic web designs with A/B testing and web development./