You need to work out what the best strategies are for promoting and marketing your business online. A great way to do this is by using an A/B test. This will help you test the effectiveness of your ads, emails and written content. There are far more advantages to A/B testing than disadvantages and the time used on it is time well spent.
Summary: 5 Minutes read, Level: Expert
If you want to improve your marketing skills – and who doesn’t? – then you absolutely must be considering A/B testing as means to helping your brand reach a wider audience and generally become more successful.
The first factor to consider is what it is that you want to test. Where you will be doing the test is another important thing. Will it be onsite or off site? Which aspects of it are you testing? A very clear plan needs to be formulated before beginning, not least for the impact it could have on your business in the mean time while the test is conducted.
You might want to test the effectiveness of your sales emails or web copy. There is a wide range of things that can be tasted, almost without limit. Before you start you will need to have an idea of what you are testing and what kind of result you are expecting. Remember that without an idea of expected results figures don’t mean anything.
An A/B test basically tests two different options (A and B) against each other. Tests should be run at the same time so that there are no new variables to account for. If you run them on consecutive days, for example, it will give you inaccurate results as one or more of your options might have changed slightly in that time.
Hopefully your A/B testing will do exactly what you have set out to achieve. Improve your business and turnover. Testing and using the resulting data can point towards things you’re doing right. But also as well as things you’re doing wrong. This information is invaluable in helping you make the necessary changes to make your brand or business more successful.
A/B testing is not something you should do once in order to help you implement changes. It’s something that should be done regularly. Markets change and trends change and you should never become complacent with what you’re doing. If you strive to be the best then regular scheduled A/B testing should absolutely be on your agenda.
It might have been easier to call this section ‘what you can’t test’ because there are so many things that can be tested. You can use A/B testing for almost every aspect of your operation. Most things, big or small, can be tested, but it is best to focus on those which will have the biggest impact on your operation. These will be mostly website based things and include your
Other major things to consider are:
Promotional campaigns are another thing that you can test. It’s always good to know whether your offers are actually as effective as you think.
Different aspects can be tested against each other, for instance test your web copy against your marketing emails. You can perform multiple tests of a different piece of copy against a different email and vice versa. The more tests you perform the more data you will have and the greater this will help your brand or business.
A/B testing isn’t just a case of finding two things you wish to test, pressing the ‘go’ button and getting an immediate result. They can be dependent on the volume of traffic to your site or the number of customers you have. A typical test could take days or even weeks to yield results. Only one test should be done at any given time in order to provide you with more accurate results.
An A/B test takes as long as it takes and you should not rush this as the results could be compromised. If the results are not what you expected then you should absolutely run another test. This is a good idea to do anyway, just to make sure the results are accurate.
Because A/B testing can have such a positive effect on your business you need to make sure you find the time for it. This might mean that you can’t operate fully as a business while testing takes place, but the long term benefits for your brand or business by far outweigh this negative aspect.
In the previous we said that you shouldn’t run more than one test at a time. That applies to testing the same A and B against each other. You can, of course, run multiple tests comparing totally different variables against each other at the same time. This will require more resources, not least of all time, but you will want to test as many things as possible against each other in order to get the full picture from your A/B testing results.
A/B testing is something anybody who is serious about monitoring their brand or business and looking to improve it needs to employ. As we mentioned the testing can take a long time and it can leave you unable to conduct your daily business in the usual way, but the benefit of knowing what action you need to take in order to make your brand or business more successful is invaluable and is worth a little bit of minor inconvenience. Make your brand or business stand out and become one of the leaders by starting your own A/B testing today.