When it comes to optimising and validating your marketing campaigns, few things are as effective and overlooked as A/B testing. It’s the unsung hero of conversion rate optimisation.
At it’s core A/B testing – or split testing – involves presenting variants of landing pages to understand which performs most effectively, through tracking user behaviour and interaction. Basically, this means you can understand what your audience responds positively to, and identify what leaves them bouncing away.
It sounds simple, and like most things it’s not difficult if you know what you’re doing. But let’s be real. If you understood how to use technologies that offer up A/B variants, and allow you to track conversions from each page, chances are you wouldn’t be checking out a blog post titled: Why A/B testing is super important for your next campaign.
Even with free tools such as Google Analytics at our disposal, A/B testing is a daunting prospect, often outsourced, or overlooked altogether. The truth is that if you’re not A/B testing your campaigns, you’re doing yourself, and your campaigns a terrible disservice.
Don’t believe us? Here are our top 4 reasons why A/B testing is super important for your next campaign?
Gain insights and adapt instantly!
Traditionally, the success or failure of campaigns rested on impractical statistics and performance data. Quarterly stats that showed how many people converted through the DM you hedged your marketing budget on, only to find your audience converts better through display ads.
With A/B testing, the days of wasted time, effort and budget are gone. Now you can hypothesise, test and optimise in an easy, efficient way. Gaining quantitative feedback, and iterating changes instantly.
Be awesome while protecting your budget
Despite the obvious benefits to business growth, marketing departments are notorious for being laboured with tiny budgets. Not wanting to throw away huge chunks of that budget on whims and supposition, marketing becomes safe. It becomes tried and tested methods that provide the most ROI based on partial data.
With your A/B insights, you can throw caution to the wind and come up with some awesome new marketing campaigns that you know will work, while protecting those all important pennies.
Stop guessing, and provide real numbers
Do you really know why people used the coupon in your direct mail campaign? Why they call your competition line, or how many times they watch your display ad before making a purchase decision?
A/B testing removes guesswork and supposition. Now, when you’re asked to present the numbers to your CFO, CTO, CMO, CEO, COO or other acronym, you can offer hard, quantitative evidence. A/B testing means you can show what works, why it works, and how that can be implemented in your wider strategy.
Understand what visitors DON’T tell you
My favourite reason for A/B testing is it can provide actionable insight into your audience instinctual, and subconscious behaviours.
Collecting full, honest insight data through forms and focus groups is impractical, and highly implausible, even for the modern day marketer. It’s widely accepted that these methods only really tell half the story.
A/B testing offers a window into the other half. Subconscious preferences, instinctual motivations and deterrents that under any other circumstance would be overlooked. Now these things become quantitative data.
Over to you!
The truth is that A/B testing is vital for any serious marketing campaign, as it offers incredible, actionable insights into your audience behaviour that simply isn’t available anywhere else. Do yourself a favour, stop guessing and start A/B testing.