Also known as split testing, A/B testing is a tool that everywhere marketer uses to determine the success of their campaign. This is done by running two different versions of a campaign and seeing which version performs better. One way to do this is to show type A to one set of audience and type B to another set.
A/B testing shows the efficacy of the campaign allowing the stakeholders to make decisions driven by results.
When used correctly and continuously, A/B testing can help improve your audiences’ user experience, and conversion rate and drives results over time.
Here’s why it is an important part of any marketing strategy.
- Better user engagement
- Increased conversion rates
- Reduces bounce rates on the page
- Quick and accurate results
- Reduced risks in the long run
- Increased sales
- Effective content
How to perform A/B Testing
Here’s a step-by-step guide to performing A/B testing
- Research
- Observe and come up with the hypothesis
- Create variations
- Running tests
- Analyse results and deploy changes