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 The Science of A/B Testing: How to Optimize Your Marketing Campaigns

In the ever-evolving world of marketing, where the digital landscape is as dynamic as ever, one powerful tool stands out: A/B testing. Imagine being able to scientifically refine your marketing campaigns to ensure they perform at their best. Welcome to the realm of A/B testing, where experimentation meets data-driven decisions. In this blog, we're taking a deep dive into the science behind A/B testing, uncovering its methodologies, benefits, and how you can harness its potential to optimize your marketing campaigns. Get ready to unlock the secrets of successful experimentation and data-backed marketing strategies.

The Power of A/B Testing: A Glimpse

Hookup Line Explained: Ever wondered what would happen if you changed that headline or tweaked that call-to-action? A/B testing lets you find out without the guesswork.

Scientific Approach: A/B testing involves comparing two variations (A and B) of an element in your marketing campaign to determine which one performs better.

Data-Driven Decision Making: By analyzing the results, you can make informed decisions to optimize your campaign's performance based on actual user responses.

The A/B Testing Methodology

Let's break down the process step by step:

Identify Variable: Choose a specific element to test, such as a subject line, image, or CTA.

Create Variations: Develop two versions – A (the control) and B (the variant) – with one differing element.

Random Split: Split your audience randomly into two groups, ensuring the groups are similar in size and demographics.

Implement Test: Send version A to group A and version B to group B.

Gather Data: Track user engagement metrics such as open rates, click-through rates, or conversions.

Analyze Results: Compare the performance of both versions using the collected data.

Choose Winner: Determine which version performed better statistically.

Apply Insights: Implement the winning variation in your campaign for better results.

A/B Testing Examples and Benefits

Subject Lines: Test different subject lines to see which generates higher open rates. For instance, "Limited Time Offer" versus "Exclusive Deal Inside."

CTA Buttons: Compare the effectiveness of different CTA buttons like "Buy Now" and "Shop Now" in driving click-through rates.

Visual Elements: Test the impact of visuals like images or videos on user engagement and conversions.

Content Length: Experiment with short versus long-form content to find the optimal length for user engagement.

A/B Testing Pitfalls to Avoid

Changing Too Many Variables: Test one element at a time to accurately identify what caused a performance difference.

Insufficient Sample Size: Ensure your sample size is statistically significant to draw reliable conclusions.

Ignoring Segmentation: Segment your audience to ensure that results are applicable to specific user groups.

Ignoring Insights: Always analyze the data and apply insights even if the result isn't what you expected.

A/B Testing Tools and Platforms

Google Optimize: An easy-to-use platform for testing website variations and tracking performance.

Optimizely: Provides A/B testing and personalization solutions to optimize user experiences.

Mailchimp: Offers A/B testing for email campaigns, allowing you to refine subject lines, content, and more.

Unbounce: Focuses on testing and optimizing landing pages for higher conversions.

A/B Testing in Different Channels

Website: Test homepage layouts, navigation menus, and even button colors for improved user experience.

Email Marketing: Experiment with subject lines, email content, visuals, and CTAs to enhance engagement.

Social Media: Test different ad copy, images, and targeting options to improve click-through rates.

PPC Advertising: Optimize ad copy, keywords, and landing pages to maximize conversions.

A/B Testing and Continuous Improvement

Hookup Line Explained: Imagine your marketing campaigns as works in progress, constantly refined for better results.

Iterative Approach: A/B testing is an ongoing process. Continuously analyze results and iterate based on insights.

Incremental Improvements: Small changes can lead to significant improvements over time, enhancing your marketing ROI.

In Conclusion

A/B testing is not just a marketing buzzword – it's a scientific method that empowers you to fine-tune your campaigns for optimal performance. By testing different elements, gathering data, and making informed decisions, you can drive better engagement, conversions, and ROI. So, whether you're a seasoned marketer or just starting, remember that A/B testing is your ally in navigating the ever-changing digital landscape. Embrace the power of experimentation, and watch your marketing campaigns reach new heights of success.

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Targeted Asks

Today I’m starting to embark on a journey to not only increase my effectiveness as a marketer, but also increase my team’s effectiveness at bringing new business into our organization. 

A little background…

- We provide B2B Enterprise software solutions

- Very niche market, we know who all of our prospects are

- We are not commodity so there are no RFPs for a solution like ours

Our Challenge - We’re not getting highly qualified (ready-to-buy leads) into our funnel fast enough.

Today I’m running my first test…

Reason for test: We had a super hot inbound lead come through a couple of days ago that cited a very specific pain point and problem they were trying to solve. 

Hypothesis: Based on the hot leads’ background and activity history, leads that have a similar history will be interested in diving deeper into this specific topic.

Methodology: I’m going to send an email referencing the specific pains that the inbound lead expressed and the reason why they are receiving the email (past attendance on a webinar around the specific topic). This list was composed of 29 contacts...almost a proper sample size of 32.

Call to Action: One call to action on the page. A button to diver deeper into the specific pain.

Success Metrics: # of clicks to the landing page and number of form submissions from the landing page

Results: After 24 hours, I had the following results...

- 8/29 opens

- 3/29 clicks

-1/29 conversions --> Led to a meeting with sales person.

In the world of Enterprise sales it only take 12-15 deals per year to hit our goals. To have one lead come from an email that was sent to 29 prospects is close to a win in my book. However, my next steps are to conduct a similar test with a list of attendees from a similar high engagement webinar and see if it results in a similar outcome.

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Better A/B Testing: 5 Landing Page Elements You Should Test (Not Button Color)

A/B testing is a powerful way to improve your website’s conversion rate…but only if you’re testing the right things.

“What happens if I do this? How about if I poke it right here? What if I flip it upside-down?” A/B testing can be fun. Sometimes it makes me feel like a little kid just starting to learn how the world around them works and how they can manipulate it.

Just like kids need to be guided on what they can and can’t touch, sometimes we as marketers need a little guidance on what we should (and shouldn’t) test.

When A/B testing a website, after all, the goal isn’t just to have fun. The goal is to achieve a higher conversion rate.. And to achieve that, it’s important to choose the right things to test.

A Simple (Yet Powerful) Formula For Choosing What To Test

What’s the best thing to A/B test on your website?

Let’s rephrase that question: what’s stopping your website visitors from purchasing? Why are they leaving your site without purchasing?

Well, it’s probably not the fact that the button is blue instead of green.

Most visitors are leaving your website without purchasing for one of two reasons:

1. Lack of motivation. They just didn’t see the value in what you’re offering. At least not enough to purchase it.

2. Too much friction. Friction is anything that makes it harder for someone to take an action. Now, this could be internal friction (fears, doubts) or external friction (website was too difficult to use, etc.). Either way, it’s our job as website managers to find ways to reduce friction.

How do you decide what to test? Simple: test things that will motivate your readers and/or remove friction.

Now that we’ve got our formula down, let’s dive right into specific things you can test to significantly boost your conversion rate.

Here are 5 elements I’ve found almost always hold hidden potential.

Always Test Your Offer

Your offer is basically your statement to the visitor: if you give us X, we’ll give you Y and Z.

For example:

Amazon Prime: Free 1 or 2-day delivery, free streaming movies & music, and free books for $119/year.

Netflix: Stream unlimited movies. Free for 30 days.

Freshly: 6 chef-cooked meals every week for $59.99.

Jiffy Lube: Get your vehicle oil changed for $19.79.

Netflix is a great example, leading with a simple, powerful offer on their homepage:

From the reader’s perspective, the offer is what they can get, so it’s generally the most impactful thing you can test.

A recent survey of 400 online shoppers found that their top frustrations largely center around the core product offer – things like shipping costs and the quality of the product.

The headline, button test, and page layout are the dressing – the offer is what you’re actually giving them. That’s why testing your offer often delivers the most dramatic impact of any A/B test you can run.

Offer ideas to test:

Free trial offer

A freebie (ebook, video, etc.) when you request more information

Free gift/bonus with an order

Free shipping

Lead with a free consultation

100% money-back guarantee *Coupon or limited-time discount

Test Your Headline

There’s a commonly quoted adage that “80% of people will read your headline, but only 20% will read the rest of the page”.

While the exact numbers might vary from case to case, the main idea is spot on – far more people will read your headline than will read the rest of your landing page.

If you use the AIDA formula when you’re copywriting, your headline is your shining star for the “A” – grabbing attention.

Your headline is your chance to convince readers to stay and read more of your page, and maybe even take action on your offer.

If your headline isn’t effective, it doesn’t matter how great the rest of your page is…your visitors will be gone before they even see the rest of your copy.

Proven headline formulas to test:

Quote from a customer testimonial. For example: “Magic Elixir cured my anxiety in 1 week. Now I can fly to visit my grandchildren!”

[Product Claim]. Guaranteed. For example: “Improve Your Golf Score by 10 Points. Guaranteed.”

Free ________________________. For example: “Free Ebook: How To Win Friends & Influence People”

How to Get [Benefit] Without __________. For example: “How to Get More Airline Miles Without Spending Any Money”

Get Rid of [Problem] Once and For All. For example: “How to Get Rid of Acne Once and For All”

Stop [Pain Point]. [Benefit] with [Product Name]. For example: “Stop persistent back-pain. Live the way you want to with NoPeyn.”

Test Your CTA

A CTA, or call to action, is a snippet of text and a mechanism (like a button) calling your readers to take action on your offer.

It can be as simple as a button, like in these examples from Wishpond and Hubspot. (In both of these examples, the headline and subheadline flow right into the CTA button.)

CTA Button Example: Wishpond

CTA Button Example: Hubspot

In other cases, CTAs can be a bit larger, including a subheadline, text, and button, like this one on our website ComodoSSLstore.com. (In this case the CTA block is being displayed in an article, so the flow is different from the above examples.)

Why is CTA testing important? Because it’s the actual mechanism for conversion. It’s where the rubber meets the road, as the saying goes.

Testing different CTAs can have a big impact on your conversion rate. MarketingExperiments ran an interesting study comparing a CTA button with the text “Request a Quote” vs. a button with the text “Request Pricing”. The second version increased results by 95%!

Your CTA is the “door” to your store. If it’s unattractive or hard to open, shoppers won’t come in and purchase. While we’re on the topic of testing buttons, let’s loop back to the title of this article, which implied that you shouldn’t test the color of your site’s buttons.

Testing the color of your buttons is certainly a valid test to run. After all, one color may grab attention more so than a different color. But in 99% of cases, there are more critical, impactful changes you can test.

A/B testing button color should be pretty far down on your to-do list…after you’ve honed your offer, headline, button text, and other critical elements.

How do you know if you’re CTA is working? Check out these 7 CTA Mistakes Killing Your Conversion Rate.

Test Your Conversion Flow

If your site is like most, you’ve got a defined conversion flow – multiple steps users need to go through in order to complete the process of becoming a customer or qualified lead. To illustrate what I’m talking about, here are a few example conversion flows:

Ecommerce Conversion Flow

Product page

Shopping cart

Account login / creation

Billing address

Shipping address

Payment

Confirm details

Done!

Content To Lead Conversion Flow

Blog Post

Free Ebook CTA

Fill Out Lead Form

Email Confirmation

Email Automation Series

Respond To Email

Google Analytics offers a handy feature, Funnel Visualizations, to help you track how users are moving through your conversion flows:

You can often achieve huge improvements in conversions by simplifying or re-arranging the steps in your conversion flow. For example:

31% of shoppers say they abandon purchases if they’re forced to create an account

23% of shoppers abandon purchases due to a complicated checkout process

One test found that shorter forms [increased conversions by 34%

Test Your Price

Technically, your product price is part of your offer. But I think it’s worth mentioning separately because getting your price right is critical to maximizing your sales.

If your price is too low, you won’t make enough money on each sale. If your price is too high, you won’t close enough sales.

Here’s another interesting thing about product pricing: if your price is too low, customers may not purchase it because they think it won’t be valuable.

For example, here’s data from a MECLABS test where customers were most likely to purchase at the middle price point tested, rather than the cheaper price:

The key point is that you need to test your pricing to know what works best. You might be more successful if you lower your prices, or you might be more successful if you actually increase your prices. You won’t know until you test.

Conclusion: What Are Your Favorite Tests to Run?

In summary, these are 5 of the A/B tests that I’ve found to be the most impactful over the years, especially for landing pages:

Test your offer

Test your headline

Test your CTA

Test your conversion flow

Test your price

But this certainly isn’t a comprehensive list of good A/B test ideas. What elements do you like to test? What tests do you find to be the most impactful?

Related Articles:

7 Reasons Why Your A/B Split Tests Aren't Working

50 A/B Testing Examples & Case Studies To Draw Inspiration From

The 3 Step Formula for Creating an A/B Testing Hypothesis *50 A/B Testing Examples & Case Studies To Draw Inspiration From

About the Author

Adam Thompson is a digital marketing and technology manager with 15 years experience in ecommerce and SEO. After 10 years agency-side, Adam moved into the cybersecurity industry, serving as Director of Digital Marketing for ComodoSSLStore. When he’s not digging in Google Analytics, creating content, or writing code, you’re likely to find Adam enjoying the outdoors near his home in sunny Florida.

from RSSMix.com Mix ID 8230801 https://ift.tt/34nx7Us via IFTTT

[theresawelchy]

How to Do A/B Testing: A Checklist You’ll Want to Bookmark

David Page

Mar 15

A/B testing is a part of Conversion Rate Optimization (CRO). Turning visitors into customers or towards the desired action is a challenge that most companies face. CRO is about using analytics and user insights to improve the performance of your website.

78% percent of companies are dissatisfied with their conversion rates — MarketingExperiments

If you work in conversion optimization — whether at an agency, in-house, or as a consultant — you almost certainly run A/B tests.

What is A/B / Split Testing?

A/B Testing (or Split Testing) is an approach to testing when marketing elements (images, layouts, headers, call-to-action buttons, etc) are being compared to each other to learn which perform better.

A/B testing is a great tool to learn how to attract more leads and increase conversion rates. Even the smallest improvements can make a difference.

source

Here’s a couple of goals that you could try to achieve:

Decrease the bounce rate

Increase the average time spent on page

Convert blog readers into customers or subscribers

Convert social media followers into customers

Decrease cart abandonment rate

Reduce page loading time

Improve your landing pages performance

All these influence your conversion rates and your sales. A/B testing is a powerful technique. But to get results, you need to run it properly.

A/B Testing vs Multivariate Testing

A/B testing and multivariate testing (MVT) are not the same thing.

When doing an A/B test, you compare several variations of a single element at a time and pick out the best. A/B tests can be performed at different levels — you can test different colors of the CTA button or two different landing pages. These tests deliver reliable data very quickly, as they do not require a large amount of traffic to run. A/B testing is best used to measure the impact of 2–4 variables on interactions with the page.

During the multivariate testing, you test many variables simultaneously.

source

MVT combines several A/B tests conducted at the same time. It compares a higher number of variables and reveals more information about how these variables interact with one another. The purpose of an MVT is to measure the effectiveness of multiple variables combinations.

Essential Tips for Effective A/B Testing

Before you start testing, consider the following tips.

Test One Asset At a Time

Let’s say that your ad is not performing well. To learn why you need to do A/B tests —was it the wrong audience, the visual, the ad’s text or maybe all of them? If you conduct multivariate testing, you won’t be able to recognize the issue — too many factors will muddle your results. The only solution here is to A/B test each element separately.

Test Minor Changes

When it comes to ads and websites, changes to small things often bring big improvements. The positioning of the lead-capture forms, the color of the CTA button — every little thing matters. Consider testing email forms, colors, fonts, designs of CTA buttons as variables — you will be amazed by the results!

“Experimentation is the engine that drives innovation. Experiments show us, with scientific rigor, what works and what doesn’t work“ — Prof. Stefan Thomke, Harvard Business School

Conduct High-Level Testing

Let’s say you decided to rebuild one of the landing pages from scratch. You’ve got two landing pages at hand and you want to learn if the new one performs better. Testing large elements against each other is a high-level approach to the A/B testing. If you test the same page with several changes applied you won’t be able to recognize which work out better or draw any other conclusions.

Mind the Metrics

While A/B testing, you need to pay attention to how it affects the sales metrics such as visits, leads, click-through rates, traffic-to-lead conversion rates, demo requests and more. It is possible that a landing page that converted fewer prospects produced more sales.

Decide What to Test

Break up your webpages, marketing materials, ads into elements that might affect the conversions — CTAs, email forms, design, wording, layouts, etc — and run A/B tests on them. Mind other factors like different target audiences, the timing of promotions, etc.

Create Equal Conditions

To get statistically significant results, you need to create equal testing conditions — equal audience groups, identical timing, etc. If run on the different time of the day or months, A/B tests are most likely to be influenced by these factors.

A/B Testing Examples

You may feel the need to improve your landing pages and other marketing-related elements, but you might feel overwhelmed by the number of possible variables to test. Not all of them influence your sales figures so you need to focus on those that matter. Most often these include landing pages, emails, CTAs, and ads.

Landing Page Split Testing

Landing pages contain several elements that are subject to testing.

Offers. Learn which offerings help you push leads down the sales funnel and have the most conversion — sales, demos, ebooks, webinars, coupons, etc.

Texts. Make sure that your offer descriptions are convincing, easy-to-grasp, and have all questions covered.

Form fields. Request email address only or ask for more information? On one hand, form fields help you qualify leads and nurture them. But some marketers say that the more fields there are in your form, the lower your visitor-to-customer conversion rate is going to be.

Whole page. A/B testing of the entire landing pages is the fastest way to learn which ones drive more conversions. After that, it’s reasonable to test low-level elements such as forms, CTAs and more.

Learn more about Landing Page Optimization & A/B Testing in the following article:

Best Practices of Landing Page Optimization Landing pages are an essential part of any website as long as they serve the main purpose of any website — they…medium.com

User Experience Testing

CTA button and its placement on the landing page is a part of the UX. According to the F-shaped pattern of user activity on the website, many marketing experts suggest the top left side of a page. Others argue that it should be placed on the top right side of an LP. The opinions differ and there’s no right answer. You need to do A/B tests to find out what works best in your case.

Design Testing

Test fonts, color schemes, graphics, background color, design, size and positioning of particular elements (e.g. lead-capture forms, CTA buttons, etc). Again, no best practices here — you need to discover them yourself through A/B testing.

Facebook / GA Testing

As I mentioned earlier, ads should also A/B tested. Try different audiences and ad placements to learn who’s your perfect target audience and what placement is the most effective one. After the experiment is completed, compare essential metrics like impressions, number of clicks, CTR, number of desired actions and their costs, etc.

A/B Testing Tools

Nowadays, the market offers a vast variety of A/B testing solutions. The problem here is to pick the right one that suits your needs. The criteria depend on many factors like technical expertise, budget, team organization, previous experience with this kind of software, pricing plans, and more. To help you with that, I’ve compiled a list of A/B testing tools. Hope it helps!

AB Tasty

AB Tasty is a SaaS solution that helps data-driven marketers by simplifying the process of conversion rate optimization (CRO).

It offers the following:

personalization — adapting the content displayed on a website based on a visitor’s profile

user engagement — displaying visual elements for specific occasions such as discount sales or holidays to drive engagement

A/B testing — comparing the performance of different versions of a web page with the customer journey and the company’s goals

The platform is intuitive and user-friendly. You can easily manage your campaigns — edit, pause, play, reports and so on. You can do a lot of things with the plugins and also better understand your users with the Heatmap, NPS tool and the session recording. The platform is also constantly evolving with new features.

Optimizely

Optimizely is an experimentation platform allowing you to run A/B tests and multivariate testing.

Test headlines, images, CTAs, colors, graphics, pricing algorithms and more. This platform lets you control how many people see your experiments and then measures their responses by segment.

The advantages of Optimizely include easy editor and platform performance, top-level quadrant software and awesome account managers. It granted a fabulous support team and it always focuses on delivery the best business performance to the clients. Optimizely have the speed as a first priority and almost don’t have an impact on website loading performance.

VWO

VWO is the all-in-one platform that helps you conduct visitor research, build an optimization roadmap, and run continuous experimentation.

Easily change the headline, button, image, or any other element to create multiple variations of your website. VWO will equally divide your website traffic among all the variations and track which one works the best for you.

Create multiple variations of a website in minutes

Track revenue, sign-ups, clicks, or any other conversion goal

Know the statistical validity of the results

With Visual Website Optimizer it’s really simple to set up split tests and monitor the results. Powerful tracking and results dashboard makes it easy to always be confident that you pick the best variation.

Google Optimize

Google Optimize offers AB testing, website testing, and personalization tools for small and large enterprises to help deliver engaging customer experiences.

Google Optimize connects with Google Analytics right off the bat. It’s free for an unlimited amount of views like Google Analytics. It’s made by Google which means its more or less trustworthy and will be around for a while. It also has a great web editor built-in that allows you to make changes to your website and publish from inside the Google Optimize software.

Oracle Maxymiser

Oracle Maxymiser enables the optimization of customer experiences with data science technologies covering multivariate testing, audience-segment discovery, and predictive personalization.

Adobe Target

Adobe Target is easy, fast and quick to implement on even the most complex websites. Built with UX/UI to ease digital marketing and run A/B and Recommendation testing. You can now integrate Adobe Target with all Adobe Marketing Cloud products using the Adobes Visitor Service ID.

A/B Testing Software Comparison

A/B Tasty compiled the following comparison table of A/B testing tools and split-testing software. This might help you make the right choice.

source

Conclusion

A/B testing is an important marketing approach allowing you to launch better-targeted marketing campaigns, attract more leads and increase conversion rates. There are no universal truths that work out for every case, so you need to find out what works best for you through experimenting. For A/B testing software reviews, consider visiting G2 Crowd.

What essential tips are missing here? What elements do you A/B test in your company? What solutions do you prefer and why? Please, share in the comments!

DataTau published first on DataTau

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Marketing Experiments : thinking before doing

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