A/B testing: the economic method to test your campaign
What is A/B testing?
In the online world, the number of visitors to your website equals the number of opportunities you have to expand your business. Businesses want visitors to take action (also called conversion) on their website, and the rate at which a site can drive this is called its “conversion rate.” The metrics for conversion are unique to each website. Identifying the best among the existing marketing assets aids better function in making informed decisions in the future.
For e-commerce, the metrics may be the sale of the products, while for a B2B-based business, it may be the generation of qualified leads. Testing optimizes and enables data-driven informed decisions that drive business conversations from “we think” to “we know,” eliminating the assumptions out of the business.
Why do we need to A/B test a digital campaign?
Building an unparalleled website or a bulletproof marketing campaign is just the primary step in marketing. A/B testing admits individuals, teams, and companies, to execute thoughtful adjustments to their user experiences by collecting data from the results. A/B testing identifies for you what words, phrases, images, videos, testimonials, and other elements serve most reliably. A/B testing can consistently and regularly enhance user experience or develop a sole goal like conversion rate than just answering a one-off question or settling a disagreement.
Let’s have a further look at how A/B testing can deal with all these problems:
1. Resolve consumer pain points
Visitors on your website come to accomplish a specific intent that they have in mind. Not being able to accomplish their respective intents, leads to a bad user experience. Utilizing data gathered through visitor behavior analysis tools can help resolve consumers’ pain points.
2. Improve ROI from existing traffic
A/B testing lets you make high ROI sometimes, even the most minor changes can result in a significant increase in conversions. A/B tests make the most out of your existing traffic and result in an increase in conversions without having to spend much on acquiring new traffic.
3. Diminish bounce rate
There may be many reasons for your website’s high bounce rate, such as numerous options, higher user expectations, and more. With A/B testing, you can test multiple varieties of your website’s elements till you find the best possible version. Hence, improving your user experience and making visitors spend more time on your site, leading to higher conversions.
4. Fabricate low-risk moderation
Making minor, incremental adjustments to your web page can reduce the risk of endangering your current conversion rate. A/B testing is one way to determine which side the balancing scale will tilt. Before interjecting a new feature, propelling the feature as an A/B test in the web page’s copy can deliver a much more predictable outcome.
5. Accomplish statistically consequential boosts
A/B testing is downright data-driven with no room for guesswork, or instincts. A/B testing can easily determine a “winner” and a “loser,” based on statistically significant improvements based upon metrics like time spent on the page, number of demo requests, cart abandonment rate, click-through rate, and so on.
6. Efficiently redesign your website
A structured A/B testing program can optimize your marketing efforts and yield more profitable results by pinpointing the most crucial problem areas that need optimization. A/B testing offers a very methodical way of finding out what works efficiently and what doesn’t work in any given marketing campaign. As traffic acquisition becomes more difficult and expensive, it is paramount to offer your users who come to your website the most satisfying experience.
As a new variant of the user interface goes live, A/B testing lets you test all of the web page elements. Hence, you can ensure that the most engaging version of your site is visible to the visitors.
How does A/B testing work on your campaign?
With the A/B test, you get to test a web page or app screen user interference and adjust it to formulate a second version of the same page. When your web page or app visitors are presented with either the control view or a variation of the campaign. The visitors’ engagement of each experience is measured and collected on an analytics dashboard which can be further analyzed through a statistical engine. If the variation emerges as a winner, congratulations!
Examine if you can utilize the learnings from the testing attempt on other pages of your site and continue repeating the experiment to enhance your results. Whatever your experiment’s outcome, use your experience to inform future tests and continuously repeat optimizing your app or site’s experience.
Will A/B testing change the course of campaign efficiency?
In digital marketing, A/B testing is one of the most cutting-edge methods of presenting two variants of the same web page to different segments of website visitors simultaneously and then analyzing which variant enhances website conversions.
A/B testing, if performed with comprehensive allegiance combined with the existing knowledge you possess, can diminish numerous risks involved while undertaking an optimization program.
Isn’t A/B testing currently not an option for you? No problem! You can use a tool like Nanos to create and run your digital advertising campaigns on Facebook, Google, and Instagram. The amazing part about Nanos is that it optimizes all aspects of your campaign for you. Is one placement working better? No problem, it will reshuffle your budget on there. Is the campaign not performing on a certain platform? No problem, Nanos will focus on putting your budget on those working best for you.
Find out more about how Nanos works by watching our product walkthrough.