A/B testing feet on pavement with two white arrows pointing in opposite directions
Strategy

A/B Testing Benefits

Your gut feeling says a landing page you’ve just created is the absolute bomb. It will undoubtedly compel anyone who happens to land upon it to fill it out ASAP with their contact information.

Is your gut right? Prove it with A/B testing.

What is A/B Testing?

You’ve no doubt heard of it before, but just in case, here’s a definition from Hubspot:

Also known as split testing, AB testing is where you run an experiment between two different marketing variables at the time to see which one converts better.

(By the way, this isn’t multivariate testing, which lets you test several different variables at the same time. Split testing is just, for example, landing page A vs. landing page B.)

There are A/B testing advantages and, of course, disadvantages.

Advantages of A/B Testing

When it comes to split testing, there are advantages aplenty.

Here are just a few:

  • As mentioned above, split testing lets you know if a landing page, page layout, images, even different copy on a single landing page, actually results in more conversions.
  • Testing can aid you in improving elements of your target marketing: your copy/content, helping you learn which content your personas enjoy most, thus increasing engagement; reducing your bounce rates; and so on.
  • You can even test for different marketing goals, which could include increasing your website’s traffic, decreasing shopping cart abandonment, and more.

A/B Testing Disadvantages

Split testing can be so much fun in a very happy-marketing-geek kind of way (“Let’s see if the red banner gets more conversions than a blue banner. Then we can see if the yellow banner works best!”), that it can take over your marketing life. It can lead to obsessively hunting for the perfect marketing element that results in Every. Single. Person. who lands on the page converting Every. Single. Time. (Hint: this will never happen.)

At the same time, you don’t want to run just one A/B testing session and call it a day: “Test B’s landing page will be our go-to.”  (Talk about probably creating your very own replication crisis because of your slap-dash efforts.) Instead, you want to examine different aspects of the marketing element you’re testing.

For example, for a marketing email, you’d want to test for:

  • Subject line
  • Layout
  • Headline
  • Body text
  • Closing text
  • Images within the email
  • Even whether using images results in better conversions

Many tools exist to help you in A/B split testing. HubSpot has listed seven of what it believes are the best.

A/B split testing isn’t rocket science, of course. Still, if you haven’t performed any of these fun experiments, it can take a while until your results match your needs: accuracy.

Reach out to Jeff Hays, our director of client services, to set up a one-on-one discussion our inbound marketing services and how we can help you attract your perfect target audience and convert them into happy and long-term customers.

Contact Ingenex today!

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