Author: Renata Bell
Not exactly sure what A/B testing is? Have you heard whispers around the office of “Let’s test this” or “Let’s test that,” but you’re not really sure what your peers are talking about—but wish you did? Well, you’ve come to the right place! I’m here to set the record straight.
An A/B test is when you test a control group against another variable. For example, you might have a hypothesis that adding images of cute, cuddly puppies to a header image would perform better than your current header sans puppies. With an A/B test, you would learn which header performs better when it comes to metrics like click-through rates, customer engagement, and conversions (or the 3Cs, if you will). A/B testing allows you to optimize your marketing campaigns and more thoroughly understand your customer base—their likes, their dislikes, their patterns, their behaviors, etc. It is an efficient and cost-effective marketing strategy that you cannot, and should not, live without.
With that being said, here are 3 reasons you must start using A/B testing today:
Reason 1: Your assumptions are sometimes wrong (yes, you)
Take a look at the two digital ads below. Which one do you think performed better? Some might think ad B because the quaint photo of the house boosts conversions more than the ad without it. But in reality, when the test was actually run, it didn’t!
This is why A/B testing is crucial—you must set up a test with a control to understand which ad performs better instead of just making assumptions. It likely performed better because of the simplicity of the design and the clear call-to-action. The bottom line is to never just assume what your prospects are thinking. Always test. And then once you get the results of your test, make the necessary adjustments to your programs and campaigns, maintaining a continuous cycle of improvement.
Reason 2: Look like a genius
Leading a data-driven marketing team is critical nowadays, especially since marketing is being called on more than ever to prove that it’s a revenue generator, not a cost center. A/B testing provides a clear way to show numbers to justify your work. A/B testing has revolutionized marketing because the results are real, and the data is actionable. A/B testing provides businesses with enormous amounts of data on audience behavior. The more tests marketers run, the more robust their understanding will be, which allows them to make more intuitive choices in their marketing. In particular, according to MarketingSherpa, A/B testing can help raise conversion rates by 48% or more, so get ready to make a big impact!
Reason 3: It’s easy!
A/B testing can be simple with the right tool. Whether testing a simple email subject line or a push notification call-to-action, setting up the A/B test in your campaign doesn’t take more than a few additional minutes. So, what’s the right tool? Look for a marketing automation solution that allows you to test multiple variables (images, subjects, calls-to-action, etc.), and one that automates the winner of the A/B test. Without A/B testing, you are left making assumptions on what performs better and hoping for the best results…and we all know what happens when we just assume things!
Have I thoroughly intrigued you? Want to learn more about A/B testing and how to get started with it? Or, how to take it to the next level? Check out our latest ebook: The Power of A/B Testing.
Now for the fun part! For all of you A/B testing masters out there, do you have a side-by-side A/B test to show off? Post it in the comments below!
[Ebook] Why You Can’t Live Without A/B Testing was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com
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