A/B testing, often called “split testing,” is an experiment where you create two copies of your marketing materials (Option A and Option B) and then distribute them both to see which one converts better. . Many marketing elements, such as text, design/visuals, navigation, submission forms, and calls to action, can be tested using A/B testing (CTA).
So running an experiment to test your hypothesis is a great strategy to determine which version has the best conversion optimization strategy, whether you’re an email marketer trying to increase your open rate with the best subject line as if an e-commerce business is looking for the best CTA. to generate income.
A/B testing helps you identify the most effective techniques, and ultimately, the analytics and data gathered from the experience reveal rich insights about your business that will help you with future marketing initiatives. You can quickly increase leads, conversions, and your bottom line as a marketer by implementing more effective campaigns.
A/B testing is a method of comparing two versions of a web page to see which one performs better. Typically, one version is the control version, i.e. the existing page, and the other is the variation, i.e. a new page with a different design or a different offer.
A/B testing can be used to test anything that can be measured on a web page, such as the title, call to action, or product image. To perform an A/B test, a sample of visitors is presented with the control page and a second sample with the variant. The performance of each page is then measured to see which one performs best. A/B testing is an essential tool for optimizing web pages and increasing conversion rates.
A/B testing is done by creating a second version of a marketing element (web page, email, etc.). Minor changes will be made to the second piece. Consider small changes, such as a new CTA button or slightly tweaked content.
There shouldn’t be a big difference between the two versions, so you can figure out exactly what’s reducing audience engagement. When you create both versions, half of your traffic will see the original version (also known as the control) and the other half will see the other version (known as the variation). User activity is then observed and engagement rate calculated using statistical testing tools.
Does this seem difficult to you? It doesn’t have to be. In fact, step-by-step instructions and tools like multi-tool A/B testing make it easy for anyone to run an experiment.
Conducting an A/B test
Although the idea behind A/B testing is quite simple, it is crucial to conduct a planned and statistically sound experiment in order to collect accurate and meaningful data. To make sure you get the most out of your testing, follow these A/B testing best practices.
1. Recognize an opportunity
Review your marketing analytics to determine when this type of testing is most appropriate. Finding email campaigns or sections of your website with low conversion rates or conversion rates that are starting to drop significantly is a good place to start.
2. Check the specific objectives
- If the ultimate goal is to increase conversion rates, what are the specific user behaviors that define that conversion?
- Is it subscribing to an email list?
- Adding something to your cart?
- To use a discount, do you have to click?
When analyzing your test, keep your goal in mind so you can measure that data.
3. Create a variety of builds
Create variants with features that affect the user experience (there are testing tools for this). Don’t create two radically different versions of each other. It will be quite difficult to determine which ingredient is responsible for the impact if there are too many contrasting elements.
4. Establish a hypothesis
What will be the relative effects of the updated version and why do you think it will perform better than the original version?
5. Run the A/B test and review the results
From time to time, visitors will see your reviews. The user experience is then monitored and evaluated for all visitors. When all is said and done, it is necessary to determine whether the results differ statistically or not. If so, start managing your test campaign!
A/B Testing: Where to start experimenting?
Even if you know what A/B testing is, you may not know how to apply it to your business.
Unsurprisingly, using technology to automate the laborious A/B testing process makes it simple. Let’s go over three places where A/B testing can be done and how to do it quickly.
1. Better subject lines to increase open rates
The subject lines of your emails greatly influence whether or not recipients open them. That’s why I like to test different iterations to see which gets the most attention and the best open rate.
Fortunately, it’s very easy to test subject lines using the split test feature with the right tools. Click the A/B Test button after creating your email campaign and enter two options as variables.
The variation that receives the most opens will be crowned the winner, and you can choose what proportion of your audience sees each version. Other members of your subscriber list will receive it.
To determine your ideal subject line length, punctuation, and tone, do some A/B testing. Try a few different approaches in your next email and review your reports to determine which subject line was most effective with your subscribers.
2. Signup pages that increase email subscribers
Using the right registration form can dramatically increase the number of registrations for your business.
A/B test multiple iterations of your signup form to see which one most encourages site users to sign up. You can play with form fields, text, photos and the type of registration form you use.
If you want to test asking new subscribers for their date of birth on your signup form, for example, run an A/B test by including the date of birth field and leaving it blank to see if your rate register changes.
3. Use landing pages to increase conversions
Your business may be using landing pages to solicit webinar registrations or to entice your target market to purchase an e-book. You can improve your landing page by A/B testing it, which will entice your visitors to take more actions and increase conversion rates.
Create the first version that you think will be most successful. Then duplicate your page and edit an element. Reduce the number of words, replace the image or change the language of your call to action, if necessary.
You can then split your website traffic equally between the two versions, with 50% of visitors going to one and 50% to the other. Monitor the conversion rate to find out which one is performing the best.
The results of a test should be recorded so that you can learn from them and use them in the future. Remember that your results are not always conclusive. You shouldn’t always choose a joke if your subject test shows that a funny subject line increases your open rate.
Trying new things and keeping your material fresh will pay off big. You can periodically check your A/B tests to see if the results have changed. Your audience may enjoy a strategy at first, but tire of it when it becomes stale. You can use A/B testing to determine when to switch strategies and try something new.
FAQs about A/B testing
What distinguishes A/B testing from multivariate testing?
Multivariate testing involves increasing the number of variables to be tested. To determine which version has the highest conversion rate, you can test several factors, such as the number of fields in a registration form and the background color.
Multivariate testing is a more sophisticated approach and is more effective in high-traffic industries.
How many people must participate in my A/B test for it to be considered statistically significant?
We recommend testing each subject line on a sample of at least 1,000 contacts, if possible. Any A/B test should be benchmarked at 1,000 users for each launch, but if you don’t have enough contacts or visitors to reach that number, it’s worth a try. It is generally better to have evidence to work with than to rely solely on speculation.
In a single A/B test, how many components should I test simultaneously?
Except for the part you are testing, keep the rest unchanged. Your results will be the clearest and most reliable if you do this. You can’t be sure which variable is causing your results if you change multiple factors at once.
How long should I allow my split test?
The ideal time to stop the test is when statistical significance is reached. You have the option to perform a subject test for 6, 12, 24 or 48 hours. While this may not seem like a long time, I find that 24 hours is usually more than enough, as checking email is part of most of our daily routines.
When testing a website, you usually need to run the test for at least a week to collect enough user data.
What should I do if the results are identical in both versions?
Don’t worry, this happens to me often. When I try two subject lines, sometimes they give almost identical results. This is not necessarily a bad thing; it just means that to stand out, you’ll have to be even more inventive. Although it is not always easy, I advise you to persevere and try something original next time.
These suggested subject lines may come in handy if you need some inspiration.
A/B test your marketing strategies!
You’ll never have to wonder how a small change can affect your open rates, click-through rates, revenue, and other crucial data when you use A/B testing. Your campaigns and marketing materials are optimized for the best results, as you can see for yourself.
Start thinking about the minor changes you want to try on your landing pages, signup forms, and email subject lines. To better understand your target audience and what attracts them, it pays to run A/B tests.