Have you ever used A/B testing to figure out which version of a marketing piece works (or converts) better?
A/B testing is often used by marketers to see how they can optimize their conversion rate, and bring in more sales to their business. In A/B testing, you take two, or more, versions of your marketing material, with only slight differences between each, and run a test to see which one performs better for your goals.
In order to get started with A/B testing, you first need to figure out what you are trying to achieve with your test. Do you want more sales? More click-throughs on your website? More newsletter subscribers?
Then, you'll need to decide what elements of your marketing material you want to change up. If you're doing an A/B test on an email, then you can change up different elements like your subject line, the content of your email, or even your call-to-action. You would then send your two different versions to two different groups of customers in your mailing list. A smart way to conduct your email marketing A/B test is to send one email to 50% of people on your list, and the other email to the other 50% of people.
If you're trying to tackle social media A/B testing, then you can post a link to your website with one caption, and then later on during the week post the same link but with a different caption.
In each of these cases, you would take the information you gathered from the test, whether it's how many visitors you brought to your website or how many new sales you made during your testing time period, and see which version of your test worked better.
You can see which version performed better and use that version, or you could even take elements from both and combine them into one even better piece of marketing material.
Other elements of your marketing material that you can change up include the graphics, the headline, and product descriptions.
Don't be afraid to experiment with your marketing and run your own A/B tests. They are fairly simple to conduct, and can lead to more website visitors and greater sales numbers for your business!
Contributor Caleb Hennington is a 25-year-old writer, who manages the Atwill Media and FGmarket blogs. He graduated from Arkansas State University in 2014 with a bachelor's degree in journalism.
When not writing, Caleb enjoys camping, running, collecting comic books, and spending time with his fiancee and his dog.