Only 17% take advantage of landing page A/B tests to drive conversion rates.
Nearly half of digital marketing experts say they test different subject lines to strengthen their email marketing.
71 percent of businesses run two or more A/B tests per month.
Looking for ways to improve performance on your ad campaign? Maybe you’re trying to bulk up your email subscription list, or you just want to try and do better at targeting your consumer base more effectively. A/B testing is a great way to enhance your digital marketing strategies, and for sure your individual projects. Using A/B testing to optimize your digital campaign gives you a narrow, detailed approach to target marketing that can make a lasting impact on growing your business.
We promise, it serves more than just Google ads and landing pages!
What is A/B Testing?
The main purpose of A/B testing is finding the most effective combination of written copy and visual design. Together, these elements encourage online users to take the action you want them to take. Whether it’s clicking on an ad, placing a call to your business, filling out an online form, or subscribing to an email list.
A/B testing compares two different versions of a webpage, ad, or post to determine which one is going to be more effective for your target market—create more conversions, generate more leads, etc.
You can think of it kind of like a science experiment. Let’s use a Google ad as an example:
You start with a control, which is an original version of the ad. The variation is the second version where you change the element you want to test. We’ll get into those elements in more depth later, but for instance, this could be the unique headers on the ad, the main ad copy, or even any of the design aspects. From here you can track which version of the ad performs better with online users.
Choose the Campaign to Test
Specify the Variation Element
Run the Campaign
Track Your Results
Give It Time to Work
Measure Your Results
This may seem tedious. But let’s break down some of the main benefits you get from implementing A/B testing.
Why A/B Testing?
A/B testing offers a lot of important benefits to your digital marketing strategy. Aside from finding the most effective messages and designs that people respond to, A/B testing can potentially:
Reduce Your Bounce Rates
The bounce rate is how long it takes for a user to navigate away from a webpage without clicking on anything, or interacting with the page at all. You want people to interact with the page, so bounce rate is important.
Increase User Traffic
Getting more clicks and less bounces means getting more views, which means you’re increasing the number of people that are visiting your site and potentially interacting with the page. Increasing your user traffic is the first step in making more conversions and getting more leads.
Drive Conversion Rates
Your Call-to-Actions (CTAs) run the world. Meaning, the better your campaign is able to target your consumer base and encourage them to take action, the more your campaign will drive conversion rates, and subsequently generate leads and sales.
Variable Elements You Can Test
There are quite a few elements you can test in the variable version of your campaign. Here we’ll highlight the most important ones:
Headlines & Subject Lines
Headlines are unique headers. These are also uniquely important because they’re a big part of what draws the eye to the page. They’re attention grabbers.
Subject lines in emails accomplish the same thing with open rates, or how often people are opening the emails you send.
Which is why both headlines and subject lines need to be descriptive and clever, but brief. This may seem contradictory, but that’s what can make it hard to create great headlines. A/B testing can optimize your digital campaign by testing a page with different headlines and seeing which one performs better (Control “A” or Variation “B”).
Written Content/Main Copy
Does your target audience need a hard pitch or more subtle methods of persuasive language? Should the content be brief, or more detailed and educational? How short or long should content be?
This all depends on the type of campaign, first of all, but also largely depends on (once again) your target audience. A/B testing can get to the heart of what messages users are responding to, and how your main copy should be written.
We’ve already mentioned the importance of CTAs for making conversions. But varying them in your approach can also help you figure out which one is more effective for your target audience.
Images & Other Multimedia
The visuals are key when it comes to persuasive marketing. Images, video, graphics—they all have power, and sometimes not with the message you want. Trying out different types of multimedia can help you best optimize your digital campaign.
Speaking of visuals, design elements account for the whole user experience in taking in a page. Design is important for structuring the written copy, multimedia, and branding elements on a page. You can play with this structure to see what makes the most sense for a user to understand the information and persuade them to follow through on the CTA.
Applications of A/B Testing
Ready to Optimize Your Digital Campaign with A/B Testing?
Can you believe that A/B testing is still an often-overlooked aspect of target marketing? Especially for a growing business, this kind of trial-and-error testing can really help you solidify what makes your brand appealing to your consumer base.
If you need help getting started with A/B testing, the Digital Resource team is here for you. We’re a full-service digital marketing company that specializes in finding solutions to best optimize your digital campaign. Just contact our office today to learn more about how we can help!
Alexandra is a content specialist, graduated with a Bachelor's degree in English from Palm Beach Atlantic University. She has a passion for literature and writing, and has extensive experience in content writing for digital marketing.
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