What is A/B Testing? How does A/B Testing work?

Posted by Tim Crook on June 7th, 2021

In other words, it demonstrates the efficacy of potential changes and measuring the difference in the performance of different marketing assets. In this era of digital completion, A/B testing, also known as split testing, is used to discover how creative changes to these assets can impact conversion rates.

Different people carry different opinions. So, generally different tools are needed to split the reader depending on what has to be tested. Tools like Google Analytics provide two separate versions of the web page running at the same time, which is displayed to different readers at random. And then a site which is better at making the readers do what you want them to do. Plan out the Testing before carrying it out, it’s the most important thing. Now, follow the steps below to do proper A/ B Testing:

•       First of all, decide what you want to test. Figure out the thing you want to test.
•       Split the test into two. Though most of the testing tools split them on their own, they can also be added later by the user.
•       The most important part, decide how long the test should run. At least, it should run for 2 weeks. So, now you need to patiently wait. The longer it runs the better will be the statistical analysis.
•       Then, find a testing tool. There are several like Unbounce, Optimizely, Google Analytics and many more.
•       So, now launch it. Once you get the results, you can easily determine which version worked out better.
•       Last but not the least, RINSE AND REPEAT. A/B Testing proves more fruitful when it is iterative. The more you do the testing, the more you get to know the taste of the audience.

What are the most important elements of A/B Testing?

Generally, there are two types of testing: on-site and off-site.

The on-site test generally performed by advertising and e-mail vendors like Facebook etc. have tools on their platform that test factors like

•       Headlines

A simple headline change can take your conversion rates higher. This is because headlines are the first thing noticed on a website. Test changes to optimize the landing page headlines, with a better language can determine the better way to reach out to the audience. A catchy headline will increase your potential rates.

•       Calls to Action text (CTAs) and location

Generally, notice the sales funnel to determine what is putting the potential rates down. And further, perform the test accordingly. Changing only the color or font of CTAs can influence the performance.

•       Featured Images, Audios and Videos

Always try to add images or videos in long writings. This is because a visual representation attracts more audience than long-written versions. Viewers can be attracted through images.

•       Content Depth

This factor completely depends on the target customers. Some people prefer an informative and brief overview of certain topics while others prefer a deeper insight into the content to know every single matter in it. Content Depth further affects the SEO.

•       Subject lines (only in case of emails)

As per the latest research, a better subject line can get people to open your email otherwise the subscriber immediately sends it to the trash. Always prefer formally writing subject lines with powerful words against one another.

•       Social proof and Media mentions

In this world, 70% of people trust opinions posted online. So, this is the most important factor to attract a larger audience. Providing social proof on landing pages and other marketing assets can lift the conversion rates. Whether online or offline, media mention feels great. But, for that, you need to present the information more effectively. And so again you essentially need A/B Testing.

•       Landing Pages

Landing pages need to have a beautiful, focused eye flow. On the page find out the region where viewers will be most attracted, so put the, most important element like the CTA there.

For off-site testing, it refers to generally testing ad sales and e-mail marketing.

Checkout these A/B Testing resources:

https://explorable.com/null-hypothesis

https://en.wikipedia.org/wiki/A/B_testing

We have already looked over the basics of A/B Testing and how it works. Now comes the most important question…

Why do you need A/B Testing in your Marketing?

How can you get to know if your marketing campaigns are successful or not? How can you boost your conversion rates? How can you know what attracts the audience?

All these questions have a single answer: A/B Testing.

In short, sometimes it is referred to as the marketer’s best friend. A/B Testing is one of the most useful ways to get statistics about your webpage, copywriting and design choices. It is one of the most efficient ways to increase conversion rates. Let’s take a brief look at what role A/B Testing plays in Marketing:

•       Generates Marketing Strategies

Carrying out an A/B test helps you to figure out marketing strategies for your website. Perform an A/B test and properly analyze the results. Then, accordingly, redesign the problematic areas of your webpage to reach a higher audience. Try to boost the conversion rates and traffic of your website. Focus on improving a particular area of your site with every test performed. Set targets to achieve a higher audience every next time you perform an A/B test. This will help in marketing.

•       Increases conversion rates

In most cases, A/B Testing is performed to lift the conversion rates and increase the audience on your website. A proper in-depth content, with appropriately added images and media, having a catchy headline and landing page along with an attractive Call to Action text, will surely bring more viewers to your website. Try to convert more leads, by analyzing every test result.

•       Improves user engagement

A catchy headline for a webpage or an attractive formal subject for an email attracts more clients and subscribers respectively. Better is to test one change at a time because that clearly reflects what affected the behaviour of the reader and what did not. Important elements like in the text part - headlines, CTA forms, descriptions, subtitles; in the visual part – image, logos, videos; the sections of the layout must be tested. This further highlights the importance of certain design decisions. A proper presentation of the webpage is very important to attract more viewers.

•       Reduces bounce rates

A/B testing provides a huge combination of elements that helps keep audiences on your site or app longer. And further, the more time viewers spend on your webpage, the more likely they are to be curious about the content, further leading to a conversation. Always optimize through A/B testing, so that your efforts prove fruitful. If you have spent a lot of time and brain as well as money to develop your website, you will always want more visitors. So, always perform A/B testing to enrich the value of your content.

•       Ease of Analysis

A/B testing provides a very easy way to analyze the results, whatever tool you use. It provides a proper statistical analysis for users of all levels of spreadsheet expertise. It also provides the numbers for a brief comparison of the two versions. The clarity of these stats also undermines the highest-paid person’s opinion (HIPPO) that may otherwise be overvalued. Further, it helps to precisely track audience feedback on your webpage.

•       Quick results and everything is testable

Whatever be the length of the content- may be a long one or a shot one, A/B testing provides significant, actionable and accurately quick results. This helps to make changes to engage more users. This also allows short order optimization of newer sites and low converting pages. Every single element of your webpage can affect user engagement and conversion rates. So, A/B testing provides testing to every element. From images, forms, text, CTA buttons, headline styling and every other element can be tested.

So, optimize your marketing and make the absolute most of your budget with A/B testing. Remember every nook and corner of your webpage matters. Leaving a single element untested can eventually bring down your conversion rates, resulting in lesser user engagement. As most marketers of this generation have realized the cost of attracting quality traffic can be immense, so the usage of A/B testing is more important.

By Tim John for Expert SEO Services