Do you need a strategy that allows you to evaluate the performance of your digital marketing campaigns? So, the A/B test it is what you are looking for.
In simple terms, an A/B test is about creating two alternatives of the same component, such as a website or the title of an email, and launching it to the public to measure and choose the one that presents a better performance.
This analysis offers concrete data to improve any type of campaign, and it works very well when it comes to optimizing an email marketing strategy or among other.
If you want to boost your marketing campaigns and learn more about A/B testing, keep reading our post!
What is an A/B test?
As we said, an A/B test is a method that consists of changing components of some activity related to your to analyze in depth how small or large changes generate greater or lesser performance.
With it, you can determine which of the tests is the one that best suits the needs of your marketing campaign.
What are A/B tests for?
There is a wide variety of means where this type of test can be applied, since all websites or applications have a measurable objective.
You can use a A/B test on sites where leads are generated, since this tool allows you to measure many aspects that will help improve your ability to attract new and potential customers. The same applies to:
- Media
- Social networks
The tools that allow you to make a A/B testing they are extremely accessible, as well as being an easy way to increase your ROI and optimize your budget.
Once you determine the factors that can give you the best performance, you have the opportunity to use them to start your next campaign and refine them much more.
How does A/B Testing work?
In design tests, it is possible to present different versions of the same page. The model, from the colors to where each button is located on a site, is capable of fluctuating user behavior. And, this is where the marketing study is done.
There are several elements that directly influence user behavior, so when doing an A/B test, you can start with them. These are some of the main ones:
- Elements and visual structure of the web page;
- Color, size, words and location of the ;
- Field types;
- Typography in headlines and bodies of product descriptions;
- Number of images;
- Product location.
It is vital to understand that depending on the website you manage, you must carry out a type of ab analysis different, as factors change. In other words, you cannot handle the needs of a blog, where the main objective is to get new followers, in the same way as those of an ecommerce where your main interest is to sell a product.
Know the types of A/B tests
As a marketing manager, you can do A/B testing with different characteristics. And, depending on the element you want to analyze, you will get the one that brings the most benefits. Now we are going to recommend some for you to start as soon as possible.
A/B test on Facebook
This platform applies a system of advertisements in which you can also do a test, and later improve it through the . You can modify different variables, but the most prominent are: audience, content and location.
For example, you can make two ad models, one personalized for a specific audience, and another that targets an audience based on their interests. Once you have studied the various you put them into practice and observe the fluctuation of traffic.
The same social network recommends you to make a facebook a/b test, to measure the key performance of your ads or to quickly compare two strategies. And he encourages you to learn new strategies through tests and forget about informal methods that, he points out, can be counterproductive.
Traditional A/B Test
In addition to being the most popular, this test is the simplest and most efficient, since it shows two different web variables with the same URL. So users tend to lean more towards one than the other.
MVT (Variables Test)
This is one of the ab testing more specialized and complex. However, it is one of the best for getting interesting data.
Basically, it handles of each modification you make to a page, for example: texts, colors, organization of elements and size. Thus, you will be able to know the performance of each element, which will be reflected in the final result.
Redirection Test or Split Test
Contrary to the traditional one, this test seeks to create two variations, each with a different URL. Subsequently, it is shown to users and frequent customers of the web to obtain accurate data. Many specialists point out that it is more effective when looking to carry out a complete redesign.
How to do an A/B test?
If your goal is elaborate your A/B testing and using the tool is easier than you think. However, we recommend you take into account the basic notions that we will leave you below.
1. Select the website
The first thing you should do is ask yourself and understand why you want to change key parts of your website. It is not the same to modify small elements that make up a link than the landing page.
Therefore, for this step we recommend that you put yourself in the user’s shoes before experimenting.
2. Create the A/B test
Once you’ve determined the factors you want to change, select the tool that best suits your skills and needs. This will help you distribute the traffic that the page that remains the same and the new version will receive.
Based on a plan that allows you to methodically modify and test the elements, you will be able to analyze each change.
3. Wait for the reaction of the users
The main factor to consider here is not time, but the number of users accessing the test. Therefore, it is vital to wait long enough until there is a certain number of visits to obtain better results and that the sample is clear and precise.
4. Choose the version with the highest response
Once you reach a safe number of visitors, you can stop the tool that carries out the A/B test. This will be in charge of producing results with valuable information that will help you understand the behavior of users in each one.
Usually, the elements that you should consider are number of clicks, number of visitors and the percentage of increase in visits.
5. Measure and make adjustments
Finally, many of the professionals recommend passing each of the future decisions through the Google Analytics tool.
Why? Through this you can know in detail the factor that made this version the winner, and then develop a new version that seeks better results.
5 tools to do A/B Testing
If you are looking for tools that allow you thoroughly through these tests, we leave you a list with some that offer accurate results:
1. A/B Press Optimizer
This tool is simple and does not require much knowledge of HTML. We are talking about a WordPress plugin that will help you create many different versions of your website.
You can vary elements such as: buttons, images, forms, content blocks and headers.
Its use value is not very high and it is ideal for perform your a and b testing marketing. Depending on the version you purchase, you can create endless versions of your website.
2.Convertize
Convertize is simple and efficient, ideal for those who do not have much marketing knowledge or want on your website through this test.
The same platform ensures that you can increase your conversions and improve the user experience if you put it to the test.
3. Google Optimize
This is one of the best options if you want to use a multivariate test and a redirection test. One of its great advantages is that it allows you to create up to five different sites from the same page.
Also, you can do multivariate where design changes are seen in two or more sections. Lastly, redirection tests are easy to carry out with this tool, since redirecting traffic is easier.
4. Lead formally
If you are interested in lead marketing, then Leadformly is what you are looking for. Through this tool, you can create forms to get leads quickly and easily, generating a good conversion rate. What is your greatest attraction? You can do this whole process in a few steps and interactively.
Change the content and appearance of your forms and get a better return on the traffic that is perceived on your website. In addition, with this tool you can analyze the behavior of your users.
5.Market Optimizer
This is another WordPress plugin that will help you perform A/B testing hassle-free through free templates with modifications. With Marketing Optimizer you can achieve a change in calls to action, landing pages and much more.
Refine your marketing strategy and improve your traffic
We know how difficult it can be and manage them correctly. Therefore, having basic knowledge that can help you improve your performance and traffic can save you from a bind.
Put into practice the A/B test and boost your results!
If this content has helped you, then you may be interested in our post on and how to calculate it, in which we teach you the benefits of understanding what ROI is and its importance for entrepreneurs.
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