The Importance of A/B Testing Your Marketing

by Townes Haas
10/3/2016 10:52:20 AM

Without testing multiple copy variations, it's difficult to fine tune your messaging. Here's why you should be A/B split testing your advertising messaging.

A/B testing, also known as split testing, is the best method of improving your online promotional and marketing strategies for your small business. It consists of comparing various versions of a marketing webpage, app or paid search, display or remarketing ad to determine which one is more successful. A/B testing can make a vast difference in how effective your marketing efforts prove to be, hence saving you time and making you more money in the long run. You need to ensure the branded message you send out to your potential clients fits not only your small business's image but will also draw in customers. With A/B testing you can easily hone in on the most effective elements of your marketing piece to ensure your efforts are not in vain!

The reason why A/B testing is so important is that it can make a dramatic difference to your bottom line. It has been observed that even minute alterations in emphasis, wording, layout or even visual elements can produce significant improvements in the receptivity of audiences. That is why A/B testing is crucial; until you run tests you will not know the impact of these minute changes. If you use tightly controlled tests you can gather empirical data to ascertain which elements will function optimally to attract clients to your small business and the products and services you offer. Although best practice modalities may sound good, A/B testing offers you real, raw data that will allow you to properly understand your audience. Sometimes conventional marketing wisdom just cannot predict how people will react to material.

A/B testing is crucial to gain an understanding of conversion rates. You can gauge this, for example, by testing a call-to-action button, this will allow you to understand how much better one page may work than another for engaging potential clients. Once you have figured out that one variation is significantly more successful than any other, drawing more audience attention which translates into more profit for your small business, then you will realize that to post marketing pieces without A/B testing is foolhardy. In turn the data you glean will guarantee that in the future it is easier to create marketing pages. However even if you have identified successful elements it is important to continue to test regularly as what was previously effective may change with time.

A/B testing is also crucial to guarantee that your desktop version of a page is as successful as the mobile version. Your small business may have set up two fairly different landing pages however as mentioned above, minute changes may affect the effectiveness of your page and how attentively your potential customers engage in your marketing material. Due to the different formatting options that PC and mobile offer you will need to have different pages, however you need to ensure that both will work efficiently. By A/B testing both versions separately you can ensure that one does not outperform the other and that both work consistently to convert audiences into customers..

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