Digital marketing is a science, and like any science, hypotheses have to be tested in order to become an accepted theory.
Digital marketing consultants are like scientists analyzing the effects of digital marketing on target audiences. Better results get implemented in digital marketing campaigns that create revenue.
Today, we’re going to develop a better understanding of a test that can help you figure out where the weak points in your digital marketing campaign are and how you can utilize the results to improve your conversion rates. To do that, that means getting down and dirty in your conversion rate optimization (CRO) tests – also known as A/B testing.
Hold Up…What Exactly is A/B Testing?
The reason we conduct A/B testing is to give us clear insight into how one version of a campaign compares to another. Oftentimes, the differences between campaigns aren’t that drastically different from one another. It can be something as simple as switching up copy in an ad or experimenting with colors in your call-to-action to see if it encourages click-throughs.
Because of this, A/B testing is also known as split testing, and it is known as one of the easier CRO tests to conduct.
How Does A/B Testing Work?
Let’s say, for example, that your company website doesn’t have the best conversion rate. One day you come across a blog that states that placing a call-to-action (CTA) in your content helps to improve your conversion rate.
Blogs that were written before never had a CTA and now you want to run a little experiment. In this experiment, one blog post has a CTA—known as the “challenger” in A/B testing. The other is staying true to the older blog post guidelines where no CTA was written in – this is the “control.”
Before you post the blogs, you set a number of 500 visitors that will be used as a sample size of sorts, depending on your audience settings or preferences. These visitors will be distributed randomly, yet equally, to view either the challenger or control blog post.
After a set amount of time, that you’ll determine, you’ll check out the results of the test to see which blog post has more leads and conversions.
What you might discover is that the blog without the CTA required too many steps for visitors to complete before they could find the featured product in your blog. We’re talking having to go into the sidebar, click “Shop,” search for the actual item, all while your hope they don’t abandon their cart.
On the other hand, the blog with a CTA encourages site visitors via copy and a link to the actual product page to quickly find the product and purchase. You might find that this particular blog improved conversion rates by 20 percent.
Once the A/B test has concluded, you might find it in your best interest to continue writing CTAs into your content. Later on down the road, you might want to run another A/B test to see if CTA placement is better at the top or bottom of a blog, or at the beginning rather than the end of video content.
And that’s A/B testing in a nutshell. Essentially changing portions of your various marketing campaigns – from social to blogs and everything in between – to see what works best to convert visitors.
The possibilities are endless!