Gain Valuable Customer Insights with A/B Testing

by Stephanie Linder

June 27, 2017

in A/B Testing, Sales & Marketing

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Utilize A/B Testing to Achieve the Ultimate ROI on Marketing Campaigns

Did you know most companies spend on average $92 to attract a visitor to their site, but only $1 to convert him/her from a visitor to a customer? In order to convert more visitors into customers, it is important to gain insight into their behavior, preferences and wants. This is where A/B testing comes into play. A/B testing (also known as split testing or bucket testing) is a method used to find the best promotional and marketing strategies for your business. Implementing an A/B test can seem overwhelming, so here are a few places to start:

Decide on a test subject

Common subjects include websites, landing pages, editorial styles, call to action buttons, messaging, and email campaigns.

Develop two variants for your test subject – an A variant and a B variant

Version A will likely be the control variant (perhaps the current version) and version B will be modified in some respect (the challenger variant).

Define the metrics that the variants will be measured against

It is impossible to define success unless you have clear, succinct metrics in place. Users will be pushed to either version A or version B at random. A sophisticated analytical test will be running simultaneously behind the scenes capturing the data needed to determine success.

Compare the two variants. Did the challenger outperform your current version? Why did one perform better than the other? Is changing your current experience for the user going to have a positive, negative, or zero effect on visitor behavior?

Of course, this is a simplified version of a detailed process. Despite the simple name, A/B testing, running multiple versions of your marketing content and testing them with sophisticated analytics can be complex. However, it is crucial to marketing success. Narrowing down the most effective elements and combining them will result in a better ROI on your marketing campaigns. In fact, it has been shown that the correct A/B tests can boost conversions up to 300 percent.

Interested in testing which version of your marketing campaign is most effective? diamonddog Marketing has staff with over 20 years of experience to help you run your next A/B test. Don´t leave your marketing campaign up to chance. Let’s schedule a time to chat, and we will guide you in the right direction!