At times, business can be all about taking risks. Making an important decision can either be a blessing or a curse for trajectory and goals, but a decision must always occur. What if there was a way you could make the right decision every time? Or learn from a certain outcome and make a better decision henceforth? That’s where the beauty of A/B testing comes into play. Also known as “split testing” and “bucket testing,” this is a common digital marketing practice in comparing two or more versions of web pages, or a marketing strategy in order to see which one performs better for a certain goal.
When making web pages, the main purpose of their functionality deals with conversions and user-end audiences have the reputation of being unpredictable and picky. Something as small as adding a testimonial or changing the copy on a webpage can result in a conversion rate improvement of nearly twice or three times the average of another variant. Conversion rates are the bottom line for bringing in revenue for businesses, so A/B testing is always a valued practice and encouraged by most marketers.
For businesses, figuring out exactly what to A/B test can be confusing if a deep understanding of business goals aren’t communicated to everyone on a marketing team. Literally almost anything can be A/B tested and each component being A/B tested has its own special impact on your marketing. Outside of web pages you can also split-test links, pictures, headlines, CTAs, press links, and even email marketing layouts. This makes A/B testing such a valuable strategy for gathering data.
While you should try not to second guess the majority of your decisions, marketing is more about your customers instead of your personal opinions. Design will always be a subjective practice and only with empirical data can you make a winning decision for your business. A simple split-test can be the one thing stopping you from reaping the most from your CTAs.