One of the classic challenges in the marketing world was having the ability to accurately measure the results of your marketing efforts.
Fortunately in our current digital age, virtually every tactic we use can be measured in some way and often times we can track this all the way through to a sale to capture direct ROI data.
A/B Split Testing - Interview with Alex Foley
But the marketing challenge of accurately measuring results doesn't stop there. Measuring marketing effectiveness is just one step in what should be a much larger strategy.
One of the best tools you can use as an inbound (or even outbound) marketer to continuously bolster your results is A/B tests, also known as A/B split testing.
What is A/B Testing?
As marketers, can any of us truly say that we are using the absolute best version of every marketing tactic in our arsenal? I think not - and those that can are few and far between.
The point is, finding the perfect solution, the perfect page design, the perfect subject line, the perfect call to action, etc. is nearly impossible to do on a whim or through a first pass. That's where A/B tests comes in.
A/B tests in its most basic form is the practice of:
- Creating two alternate strategies that are built to achieve the same goal
- Testing those two strategies in a controlled and equally split fashion over a period of time, and
- Measuring the results of the two and declaring a "winner" to use going forward
This method is so incredibly valuable because it allows for continuous improvement of your online presence. Think of it almost like compound interest on an investment.
How to Use A/B Testing
A/B testing can be one of your most powerful tools if it is done properly. Here are a few tips to think about that will help you when creating tests of your own:
Start Small
If you are new to A/B tests, start with one or two tests to get a feel for the process and for how they perform in your business environment. Because everyone's business is different, how they should conduct A/B tests can vary depending on their unique factors such as industry, size, traffic, customer personas, etc.
Control Your Test Factors
You have no doubt heard the phrase "that's like comparing apples and oranges." This line was created to demonstrate that you simply can't compare two things that are fundamentally different.
This is massively important in A/B split testing.
For example, if you create a call to action test whose A is just a button with "Try for Free" as the text, and then a B which is a flashy image with supporting text and a different button that says "Buy Now", it is going to be very difficult to isolate which factors are responsible for the difference in performance.
Is it the image vs. button? Is it "Buy Now" vs. "Try for Free"? Is it the color of the A button vs. the color of the B button?
Without having a single test factor, getting useful data from A/B testing is next to impossible.
Allow Sufficient Runway
Don't jump to conclusions! Give your tests ample time to run in order to get a sufficient sample size for measurement.
Your next logical question is probably, "how long is long enough?" The answer to that goes back to the first point of starting small. Depending on your business and your traffic, the optimal time is going to change.
For a smaller company like us we typically will allow a test to run anywhere from a few weeks to a month. For those who have web traffic in the millions, you may only need a day or two before you can declare a winner.
Don't Mix A/B Tests
Similar to controlling test factors in individual A/B tests, you should avoid integrating multiple tests in the same environment. This is essentially creating one big A/B test with multiple factors.
For example, if you A/B test the layout of your email newsletter template, you should not simultaneously test a call to action located within that email. Again, the more factors you give yourself to analyze the more diluted your data will be.
The Bottom Line
The bottom line is A/B split testing has a direct impact on, well, the bottom line. The work you do with these tests will positively impact your online presence, the customer experience and ultimately the financial success of your business.
Many marketing automation platforms incorporate A/B split testing into their features so check to see if you have the option already. If you don't have that available, you can still create these tests on your own which might take a bit more manual work and strategic thinking - but the results are worth it!
For a great, peer-to-peer resource on A/B testing, check out WhichTestWon. This site includes case studies from many leading brands, houses data on testing and even conducts an annual awards program to recognize some of the best tests in digital marketing.
What A/B strategies have you used in your business? What were your successes and learnings from these tactics? Share with us in the comments below!
