A/B testing enables you to compare 2 variations of something to learn which is more effective. Thus, you can try things out to discover which content enables you to reach your conversion goals faster whilst providing the best customer experience.
What is A/B Testing in Digital Marketing?
A/B testing eliminates assumptions out of conversion optimization allowing digital marketers to make data informed decisions.
The tests work by presenting different content to different user groups and using the results of their reactions to inform product and marketing strategies.
Tests are conducted for a set period with a defined audience.
The version that results in the desired uplift is known as the ‘winner.’ Implementing this winning version on the tested element can improve your CRO and increase business ROI.
Metrics to measure include:
- conversion rate
- click-through-rate
- page impressions
- web page bounce and exit rates
- revenue lift.
How do you Perform an A/B Test?
It is important to be thorough in the planning, execution and post period of your testing to gain the full benefits of split testing.
