A / B testing is a method used to compare two versions (of website landing pages, email copies, advertisements, product features, etc.) to find out which one is best received by consumers. It takes the guesswork out of deciding what will work best: instead of waiting for what you choose is the best version, you have exact data to confirm that you make the best choice.
A versus B
So, what exactly does an A / B test involve?
In essence, he is sending or sharing two versions of the same copy/website/ad with only one difference between versions A and B, and comparing the results, depending on the objectives of the experiment. Typically, open rate, click-through rate, and conversions are compared.
An A/B test can be as simple as making an orange call-to-action button and a blue one. Everything else in these two versions is identical. If more people click on the orange button than the blue one, you will know that an orange call to action (CTA) button will bring you a higher click-through rate (CTR) among this audience.
An A/B test takes the guesswork out of the equation and gives you an objective answer on how you can change your copy for better results. An A / B test can also be applied to the product features to determine possible improvements. Different audiences respond to different things, and guesswork is not a risk you should take.
Why you should take an A / B test
First of all, A / B testing is an affordable way to find out how to improve your copy or product to achieve the best possible results. Anyone can A / B test their emails, ads, UI, etc., with little extra effort.
Second, while it may take a few trials, in the end, you will find the most effective variation of your copy or product and gain valuable information about what your audience prefers, giving you an edge in the future.
How to take the A / B test
To do the A / B test correctly, you should only test one variable (change) at a time. Testing more than one variable at a time does not show which change is responsible for the result achieved.
The variables you can test are unlimited. Colors, titles, words, phrases, images, writing formulas, videos, icon channels, and a million other things can be changed and tested to see what leads to higher conversion rates and better CTR.
Here’s how to get started:
Discover your goal
Do you want a higher opening rate? More conversions? Lower bounce rate? Setting your goal means knowing what needs to be tested, as well as the improvement you are looking for.
Choose which element you want to test
It doesn’t make sense to test something that doesn’t affect your main goal. Make sure you’re testing elements and comparing metrics that really lead to your ultimate goal. For example, comparing your open rate when your main goal is to increase conversions doesn’t necessarily lead to accurate results. In that case, the click rate comparison would be more accurate, especially if you are using UTM tracking. Another example of an incorrect choice of the test element would be to test the design of the website footer to decrease the bounce rate. Instead, test the site’s content and overall design.
Remember to do one A / B test at a time
As we mentioned earlier, if you are changing several variables at the same time, you will not be able to determine which variable is making the difference, which defeats the purpose of an A / B test.
Analyze current performance
If you don’t know your baseline, you can’t see or compare the changes. Know where you are so you can see where you are going. Better yet, leave a small control group out of your A / B test.
Design the test
Define how long it will run, what data will be collected, the sample size, etc. Set the metrics for your A / B test before releasing it to the environment. Always divide the two groups equally and randomly and run the tests simultaneously to obtain accurate results. Of course, you can also run A / B tests on a specific or demographic group, but still make sure the division is equal and random.
Make the change
If you see a clear positive difference between A and B (and, of course, the control group, if using), make the change and reap the benefits. You will find that the smallest adjustments can make a big difference; therefore, do not miss the chance to improve your asset.