A/B Testing Definition
A/B testing is a marketing & scientific technique that allows businesses to compare versions of a website, advertisement, or other marketing material to determine which version of a website, advertisement, or other marketing performs better. Other names for A/B testing are split testing or multivariate testing (MVT).
It can be used in any business but is most often associated with marketing.
How Does A/B Testing Help You Meet Your Goals?
What are the Business Benefits
Best practice: A/B Testing can help you ensure your business uses the best practices for content marketing and maximising your reach.
Website performance: It can also help improve the quality and efficiency of your website’s performance. To do this, you need to find out what works best for your customers by conducting various tests on parts of your website—whether a banner ad or an entire landing page—and then determine which version provides the best results based on visitor behaviour.
User / Customer preferences: It helps companies find out what their customers like and dislike about a product and service and if they are satisfied with it. Furthermore, it helps companies identify what is working and what isn’t on their website and how to improve conversion rates by changing things like layout and colour scheme.
Customer retention: A/B tests allow you to find out what your customers want and need – this can help you retain more customers by giving them what they want.
Traffic increase: Depending on the type of test that you run, traffic may increase as well. For example, if you’re trying to decide between two different headlines for an email campaign, the one with the higher click-through rate may generate more traffic than the other.
Do You Need to be a Marketer to do A/B Testing?
How to do A/B Testing?
A/B Testing can be done with the help of software tools. These tools are designed to make it easier for anyone to conduct an A/B test.
There are many different tools available for A/B testing. The most popular ones are Optimizely, Google Optimize and VWO (Visual Website Optimizer).
A/B testing can be done manually, but it’s often more effective to use software designed for A/B testing.
How Long Does A/B Testing Take?
A/B testing helps you make intelligent marketing decisions based on actual data.
With A/B testing, you can improve your marketing strategy and product or service by testing different ideas and seeing what works best.
Here are some ways that A/B tests can help your business grow:
- Helping you decide where to focus your time and resources in terms of marketing
- Helping you understand if a new feature will be helpful to customers (e.g., “will they use this?”)
- Helping you know if a new product or service will be beneficial to your customers (e.g., “will they buy it?”)
- Helping you decide which features to keep and which to remove from your website (e.g., “does this feature help us achieve our goals, or not?”)