What is A/B Testing in Marketing?
When running a marketing campaign using digital assets, such as a website or email , you can see whether the results are good or not. For example, the goal of the campaign is to increase purchase conversions. Well, you can see whether the digital assets you have have achieved that goal or not.
If not, you can test the digital assets used through A/B testing. A/B testing is a method of testing two or more versions of a digital asset used in a marketing campaign. A/B testing will compare versions of the digital asset and show which version is more productive.
You can make comparisons through A/B testing by utilizing various available tools. From the results of the comparison, you can find out which version is better for achieving the goal. In addition, you can also create strategies to improve marketing campaigns to be more effective.
Understanding How A/B Testing Works
After knowing what A/B testing is , next you need to understand how it works. In general, A/B testing works by comparing two digital assets that you want to test. There are many variables that you can test, such as design, website pages, CTA ( call-to-action ), and so on.
To make it clearer, we will review using an example of the problem discussed at the beginning of the article. Your website has quite high visitor traffic, but a low conversion rate . You analyze that the cause is an unattractive CTA and a hard-to-find conversion button.
To test with A/B testing , you need to create versions that will be the comparison. Version A is the control version, for example with the old CTA and the conversion button at the top. While version B is the comparison, for example by creating a new CTA and the conversion button below it.
When the A/B test is run, both versions will be shown equally with a 50:50 ratio. Later, it will be compared which version produces better results for conversion rates . After that, you can use the superior version to apply it further to your marketing campaign.
A/B Testing Example
To better understand how A/B testing works , we will review an example with a case study. Let’s say there is an e-commerce company that wants to increase conversions on their checkout page . The variant being tested is the “Process Payment” button to see which is more effective in encouraging visitors to complete a purchase.
In this test, the company randomly divided visitors into two groups:
Group A: They saw a checkout page with a green, medium-sized “Process Payment” button at the bottom of the page.
Group B: They saw a checkout page with a large, blue “Process Payment” button located at the top of the page below the order information.
The company then tracks data such as:
The number of visitors who reached the payment stage.
Conversion rate (the number of visitors who actually complete a purchase)
Time spent on the checkout page .
After a certain period of testing, the company analyzed the results. They found that group B had a higher conversion rate than group A. Based on these findings, the company decided to implement changes to their checkout page using the same design as group B.
Thus, A/B testing has helped the company identify more effective design changes. As mentioned, the goal was to increase the conversion rate on their checkout page .
Functions of A/B Testing in Digital Marketing
When discussing A/B testing, you certainly want to know what the function of the test is. Here are some functions of implementing A/B testing in digital marketing.
1. Finding Problems and Solutions
The first function of A/B testing is to help you find whatsapp number database problems and solutions. Like in the previous example where the conversion rate of the website is low and you do A/B testing . From that test, you know which variables of the digital assets are causing the low conversion rate.
And because you are comparing two versions of a digital asset, you can immediately find the solution. The version that has better results, aka the winner of the A/B test, can be applied immediately. That way, you can find out where the problem lies and find what the solution is.
2. Increase Conversion Rate
One aspect that affects the effectiveness of a marketing campaign is the conversion rate . To increase conversion, you can do testing through A/B testing. Why is that?
This is because by testing variables in the digital assets you use, you can find out which variables are successful in increasing conversions. Whether in terms of website page design , copy used, button color, and so on.
That way, you are not just guessing what part really contributed to increasing conversions. You can also create more specific digital assets according to the results of the A/B test.
3. Improve Content Quality
The next function of implementing A/B testing is that it can help you improve the quality of your content. As discussed earlier, A/B testing allows you to find out which variables are more effective.
From there, you can maximize the variables that are the winners of the A/B test. This certainly affects the overall quality of the content. That way, the content you create becomes more effective and of high quality.
4. Implementing a More Appropriate Digital Strategy
From the results of A/B testing , you can choose which digital assets to use next. Of course, these digital assets have been proven to generate conversions or other goals that you want. You can also implement a more targeted and effective digital strategy to achieve your goals.
How to Do A/B Testing
Reported from Majoo , A/B testing can be used for various tests including in the marketing field. To use it, you need to know how to do it. Here are the steps you can follow in implementing A/B testing.
1. Determine the Test Objective
The first thing you need to do is determine the purpose of the A/B test that will be implemented. For example, as in the case study example explained earlier, which is to increase conversions. Some other common goals of A/B testing are to find out the time spent on the page and increase the number of clicks.
