The Importance of A/B Testing

A/B testing is a research method that allows you to compare two variations of an item or element to see which is more effective to implement. The methodology involves supplying target audiences with two variants at random. For example, two different versions of a webpage, page elements, or email marketing. Showing two variations to different segments of your site visitors determines which option is most effective and likely to achieve your goals.

Implementing A/B testing removes any guesswork from your marketing efforts. Testing variations of your marketing tactics and actions give you clear evidence of what is working and what isn’t. The type of content you publish, search engine optimisation, and email marketing all benefit from A/B testing.

A/B testing saves marketers time as it highlights relevant and effective actions. It also saves on costs as you invest in methods that provide the best opportunity for success. 58% of marketers are using A/B testing to increase conversion rate optimisation.

Why Is A/B Testing Crucial?

A/B testing removes any guesswork from user experience and website optimisation. Before the test, establish your hypothesis, what you think the result will be. Then from the data that’s been generated analyse the results to make smarter decisions more likely to achieve your goals. As part of the methodology, A is the control subject, the original variable. Whereas, B is the new version that you’re testing to see if it’s more effective.

Once the test has concluded, check to see whether your hypothesis was correct. Making a data-backed decision is a much more efficient way to implement marketing actions. The metrics for success to measure during an A/B test varies depending on your goals.

Determining the winner from A/B testing is a unique process each time. The measurement for success may be the click-through rate of a call to action. While for an eCommerce site success could be which product description leads to more sales conversions. There are many ways to use A/B testing to benefit your marketing efforts, such as website optimisation and increasing ROI.

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The Benefits Of A/B Testing

The biggest reason to implement A/B testing is it provides relevant and valuable user insights. Generating both qualitative and quantitative data to analyse and make decisions based on gives marketers the best chance of success. Use a mix of research to identify whether your original hypothesis was correct. 

Having more data, both qualitative and quantitative, and a clear and measurable hypothesis gives your A/B test the best chance to produce valuable results. Depending on what you’re testing, the A/B methods provide insight into the user experience, pain points, engagement, new features, and what drives conversations.

Improve Conversion Rates

This form of testing allows you to measure what drives conversion rates. Create a variation of CTAs with different text locations, language used, and visual design. Whatever the goal of the call to action is, A/B testing allows you to measure which variation is more effective. Marketers can also analyse the generated data and cherry-pick the most successful elements.

Drive Website Traffic

Blog posts, landing pages, and other web pages all want and need to attract visitors. Test variations of these web pages – change the copy/content, titles, and imagery, for example – to see which is more effective at driving traffic to the website. Making decisions based on the data also helps marketers to attract relevant visitors that are more likely to convert into a lead or sale.

Reduce Bounce Rates

One of the biggest pain points for marketers is users bouncing from a website quickly. Testing variations of a webpage with a high bounce rate provides evidence why users aren’t engaging with the on-page content. Is it because the content isn’t relevant to them? Is it not answering their questions fast enough? Write fresh introductions and create new on-page designs to test what reduces bounce rates and increases dwell time on a webpage.

Increase ROI

A/B testing provides marketers with solutions on how to solve conversion problems on websites. Making data-based decisions allows you to invest in marketing efforts likely to deliver results. This reduces spend on failing strategies, while also helping you to increase conversions and sales.

Redesign Website

During a website redesign, A/B testing provides user insights into design ideas. Even for minor changes, you want to implement, test them and measure if it’s a beneficial change to make for the business and the user experience. After a new site goes live continue to conduct A/B testing of page elements. This ensures that you’ve created the version of a website most likely to achieve your goals and provide value to site visitors.

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The Difference Between A/B & Split Testing

The two terms are often used interchangeably; however, there are some differences between split and A/B testing. A/B testing refers to the two variations that are being compared. This could be either an entire webpage or subtle tweaks to a website, for example. While split testing is the traffic that’s redirected between the variations.

How To Carry Out A/B Testing

1. Choose The Variable You Want To Test

Of course, there will likely be several variables you want to test. However, isolate one independent variable to measure its performance. Otherwise, it will be difficult to understand which change you’ve made is driving success.

2. Establish Your Goal

With every A/B test, focus on a primary metric and establish it before beginning the test. Understanding what you want to achieve makes analysing the data easier and the implementation of the test more likely to produce effective results.

3. Split The Traffic Equally

To generate conclusive results, split the traffic between the two variables equally. This improves the data you’ve generated and makes the results more relevant. Once the test has concluded, you can measure the outcome and use it to make effective decisions as a marketer. 

Loop Digital A/B Testing

At Loop Digital, we implement a/b testing to ensure we achieve optimal results for our client-partners as part of our CRO service. Using testing as part of our wider marketing efforts, allows our experienced team to measure our actions and deliver consistent successes. As we make data-backed decisions, you can trust our processes will benefit you. Get started on your journey today by getting in touch with our team to discuss your digital marketing strategy.

Riain Kerly

Another 2020 recruit introduced to the Loop Digital team. Riain joined us an Inbound Marketing Executive, he’s responsible for looking after all of our channels of communication ensuring our brand messaging, image and culture is maintained and stays true to our core values whilst ultimately supporting the business to achieve goals.

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