What is A/B Testing? A Quick Introduction

AB testing

Introduction

Did your marketing campaigns fail even after plenty of research? Here is where A/B testing or split testing jumps in to save the day. A fantastic method helps calculate your business’s best marketing strategies and online promotions.

A/B Testing works for almost everything from sales emails to website copy. Seek the best-performing version of your campaign with A/B Testing to avoid wasting your marketing budget. While you might find A/B testing time-consuming, its advantage is enough to make it worth it.

In a word, some well-planned A/B tests can change tables. Narrowing down and combining the most effective elements of promotion can create an absolute difference.

Thus, bringing you higher returns on investment, lower failure risks, and a more robust and effective marketing plan.

A/B Testing For Marketing Benefits

Are you one of those B2B businesses that are unhappy with the leads they get per month? On the other hand, e-commerce stores are struggling with a high cart abandonment rate.

The case is no new to media publishing houses dealing with low viewer engagement.

These core conversion metrics highlight the common problem, including drop-offs on the payment page, leaks in the conversion funnel, etc.

Let us see what A/B testing for marketing could do to improvise the situation:

1. Solve visitor pain points

AB testing visitors

Visitors come to your website to find answers or solutions to specific goals. To understand a service or product, browse or buy a particular product.

Whatever the visitor’s goal, they may face common pain points while achieving their prime goal. However, some website designs confuse finding the CTA button, like requesting a demo, buying now, etc.

Failing to achieve their goals leads to a bad user experience, accordingly, an unsatisfied client. Thus, it increases friction and eventually affects your conversion rates.

Gathering data from Google Analytics, Heat Maps, and website surveys can help solve your visitors’ pain points.

2. Get better ROI from existing traffic

AB ROI

Most experienced optimizers agree that the cost of acquiring quality traffic on your website matters. A/B testing helps increase conversions with your existing traffic without spending additional dollars on finding a new audience at an earlier stage.

3. Reduce bounce rate

Bounce rate reduce

Another important metric to analyze is your website’s performance in tracking down your bounce rate. Many reasons comprehend the website’s high bounce rate, including expectations mismatch, confusing navigation, too many options, etc.

Apart from finding friction and visitor pain points, it helps improve website visitors’ overall experience. In that way, they spend more time converting into a paying customer.

Best A/B Testing Tools to Try

Does A/B testing sound complicated? Well, you are not the only one. Many business owners and marketers avoid A/B testing because they find it lengthy and are worried it might go wrong.

After reading A/B testing for marketing, I hope you know its actual worth. Now, let us talk about the tools to do A/B testing.

The tool you use depends on the feature you would like to test. For example, if you want to try email headlines, email providers like Mailchimp or Constant Contact will provide you with relevant tools.

Apart from these, several cheap and free-to-use tools can test website elements and help you understand which variant is most effective.

Practical Examples of A/B Testing

Now that we know what A/B testing is, why it is so important, and how to do it, let us understand more with this example.

This will help highlight the power of this testing by explaining what you lack if you are not considering them for your marketing strategies.

GRENE Tested Horizontal Layout on Category Pages

GRENE is an online retailer that ran an A/B test to find a way for users to find the products they are searching for quickly. The effect would take an entire page on mobile devices, making it harder for users to scroll through the different options.

With A/B testing, the marketer learned how reducing white spaces would allow users to view several products and quickly scroll through the available options.

Results: In this example of split testing, we learned how changing the layout for category pages could increase product box clicks by 15%, conversions by 16%, and visits to the thank you page by 10%, indicating that users made a purchase and were satisfied.

How do you validate an A/B test?

validation

Once you complete your A/B test, you will have a pile of data. Now, how to validate the suitable variant? Sometimes the data is clear as water.

For example, if one landing page version results in 50% more email sign-ups, you know how to take that along without analyzing much data. However, it is not always so clear. Here is how to validate which version indeed won:

1. Have enough data

To tell precise variation to perform well, in the end, needs around two weeks of data, meaning at least 30 conversions.

2. Use an A/B testing calculator

Some A/B testing tools provide a built-in A/B testing calculator. Just add your visitors and conversion numbers to calculate how much the variation increased sales.

3. Look beyond the obvious metrics

Not all metrics create similar results. Therefore, the general advice is to analyze organic traffic and conversion rates. However, other metrics like average order size would also be necessary for some businesses.

For example, changing “BUY NOW” to blue results in more conversions, but if those customers spend less per order, you will have to keep improvising.

Free A/B Testing Calculator

AB testing calculator
Source: neilpatel.com

Are you wondering how a design or web copy can affect your sales? Here is a free calculator that calculates if a variation increased your sales and by how much based on the data you enter for your visitor and conversion numbers.

A/B Testing Conclusion

A/B testing is the right hand for any marketer. It calculates what offers your audience responds to, what blog headlines drive the most traffic, or what ads drive the most conversions.

There are various tools like Google Optimize that you can you as a beginner. If you are starting with A/B testing, Google Analytics can help you with it.

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