Performance marketing complete with A/B testing makes the most of your limited marketing budget. Optimize your marketing campaign with this unique form of data and performance analysis, compare the results and you’ll have the data you need to enhance your marketing campaign in the weeks and months ahead.
Though A/B testing is becoming more popular with each passing year, it isn’t a one-and-done project. Performance marketing including the use of A/B Testing is a job that never ends. Continue testing your performance marketing content as time progresses and you’ll keep your finger on the pulse of your campaign’s success or lack thereof. Here’s how to do it.
The Basics of A/B Testing
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A/B testing, also referred to as split testing, is a testing method to gauge which ad, marketing campaign element or even a landing page provides the best results. A/B testing requires the alteration of one of your campaign’s aspects followed by variant running and data accrual for analysis. Analyze the data after collection to learn which marketing approach produces the best results, make the necessary changes and move forward appropriately.
An Example of A/B Testing
As an example, consider a business that creates two unique phrases for its call-to-action section on a contact page or landing page. The business proceeds to run each version in unison to gather data about which of the two produced the most conversions. This process can be replicated for ads, emails, social media posts and additional campaign elements.
The subsequent alteration of the landing page or contact page based on the data collected sets the stage to maximize leads and conversions. However, as explained below, the idiosyncrasies of online content require ongoing analysis for a thorough understanding and gradual improvement. Such an effort requires an investment of time and energy.
It’s the Details That Matter Most
The subtleties of content marketing and the presentation of webpages matter more than most business owners assume. Engage in research, analyzing data from prior campaigns to get a sense of what must be enhanced. Employ web analytics and tracking to learn about how visitors use the website.
As an example, A/B testing through email marketing zeroes in on detailed information ranging from email message open rates to click-throughs and eventual conversions into sales. Even providing your audience with surveys for information collection provides your business with important details for analysis that paves a path toward more successful marketing and data presentation for conversion maximization.
In terms of specific items to test, expand your scope as wide as possible, testing:
- Ad copy
- Layouts
- Graphics
- Email subject lines
- Product descriptions
- Color scheme
- Call-to-action text
- Call-to-action buttons
- Subheadings
When gauging the order of testing, begin by studying ads and landing pages that are not performing up to par. Obtain a better understanding of these underperformers through A/B testing, enhance them (or even delete them if necessary) and it won’t take long for your online content to increase leads as well as conversions.
Focus on Mobile Users
It is easy to lose track of mobile users simply because people have traditionally used non-mobile devices to access online content. However, as time progresses, more people are using tablets and smartphones to access landing pages, email newsletters, social media and more.
A/B test concepts across landing pages that are mobile-friendly, gauge the success or failure of those concepts and make the necessary alterations. Understanding your online content’s performance requires in-depth analysis, ideally with Google Analytics. Analyze your customized reports with regularity to get a sense of what is working and what is failing, pivot as necessary and continue to gauge progress with tracking tools.
Conversions Matter More Than Leads
The purpose of A/B testing is to better understand how online content performs in the context of the end goal which is moving prospects to the bottom of the sales funnel for profitable conversions. A/B testing provides information about leads, yet those leads are not as important as actual conversions.
Keep in mind that plenty of people who make their way to your homepage or another part of your online footprint are not optimal leads. Some online visitors will spend mere seconds on the homepage, determine your value offering is not something they desire or need and digress to another part of the web.
Zero in on the leads that convert from specific aspects of your online marketing campaign, be it social media, downloads of white papers or sign-ups for email lists, optimize that content appropriately and it won’t be long until you’re A/B testing generates the results your business needs.
