What is A/B Testing?
A/B testing is a method of comparing two versions of an outreach method (i.e. email, sms messaging, newsletter) to see which one performs better. It allows you to split your audience into two and test two variations of the same data. The "A" version is the control, while the "B" version is the test. By testing various elements on a page, you can figure out which combination results in the most conversions. A/B Testing will test both variations with similar methods and compare the results.
Why do we do A/B Testing?
The purpose of A/B Testing is to compare several versions of a single component and determine which is most effective. A/B Testing is an excellent way to increase conversion rates. It’s also a great way to understand your customer better. A lot of times, it is common for businesses to think that they know what is the best outreach approach when dealing with their customers. It’s also common to get comfortable with a particular outreach approach if it works well for a period of time. With the market continually changing and your customer base constantly growing, it is essential to keep up with demand and consistently implement A/B Testing. A/B Testing allows you to keep your ideas fresh, keep your customers’ interest and of course find the best way to meet those sales quotas. Becoming complacent and repeating the same methods is easy; however, you must keep a sharp mind and keep up with the demands of the ever-changing market. It’s important to take a data-driven approach when marketing to ensure you get the best results. Make informed decisions when conducting business.
When should you A/B Test?
Always. Keep up with the changing market. Simply put, you always want to A/B test. For any successful business, A/B testing is the starting point.
Steps of A/B Testing
A/B Testing is simple and only requires a plan and a few easy steps.
Step 1: : Determine Your Criteria for Success- With A/B Testing, you need to have criteria for success. What are you looking for? What do you want to learn from your test and data thereafter? Determining your criteria for success will allow you to create an effective test. Are you conducting your test by sending a newsletter? Email? SMS messaging? Survey? Are you looking for a high response rate? High open rate? High demo rate? High appointment rate? Set your expectations before creating your A/B Testing plan. Build your plan based on your expectations.
Step 2: : Data- Before constructing an A/B testing plan, it’s a good idea to collect data and take note of known strategies that have given you great results and those that have given you poor results. This will help you when choosing what variables to alter.
Step 3: : Identify Strategy- Identify your outreach strategy and your target audience. Are you reaching out to new customers? Old customers? Both? Cold Leads? Hot Leads? Correctly identifying your audience is essential and will help you get the best results based on your target outcome.
Step 4 : Create Variations- Clearly Identify at least two variables you will alter. This can be as simple as changing your wording (i.e., Free and Promotion), positioning an image (i.e., top/bottom, left/right), using different images, or including a call to action. The options are limitless, and the best part is that there is no right or wrong way. You can experiment based on your specific needs and document what works and what doesn’t. This will help you get to know your customer base and build a better relationship. This will help you to create a more effective strategy the next time.
Step 5 : Test it Out- Now that everything is in place, go ahead and test it out.
Step 6 : Analyze and Execute- Now that you have deployed your test and collected data, it is now time to analyze the data and execute an outreach plan based on your results. Implement what works and if you need to conduct another test, feel free to. The best way to get an effective outreach strategy is to execute, analyze and consistently implement A/B Testing.
A/B testing can be a great way to improve your website's conversion rate. By carefully testing various elements, you can figure out what works best for your business and make sure your website is as effective as possible.
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