For a good digital marketing strategy to work correctly, it is necessary to carry out a lot of research, plan all the actions and stages of the strategy and carry out various tests to find the best ways and optimize your results.
It is in this sense that A/B testing arises, a way of testing your campaigns and marketing strategies to identify which ones are performing better in different sectors and tools.
If you don’t know what A/B testing is, don’t worry, in this article you will understand everything about this topic, as well as knowing where you can apply this concept and how to measure the results to know which of the tested options is the best.
What is A/B testing?
First, let’s understand what A/B testing is. They are tests that compare some digital marketing variables, so that it is possible to identify which one is more efficient.
In other words, you develop more than one campaign option, changing some points that can be varied to try to find the one that is most efficient according to your audience.
Unlike multivariate testing, A/B testing only changes one variable at a time. In other words, you can make two marketing emails with different email subject lines, or being sent at two different times.
Testing eliminates the need to make assumptions and allows you to make decisions based on numbers, which reduces the chance that the decision will result in failure in the future.
All of this helps you find the best combinations that allow you to optimize the results of all the campaigns you carry out.
What can you test with A/B testing?
Now that you know what A/B testing is, let’s understand what can be tested with this strategy.
It can be used in different types of campaigns, marketing actions and strategies, basically, there just needs to be a variable that can be tested and you can perform the A/B test.
However, although the options are enormous, many of them may not bring really relevant changes to your strategies, which would only take time and resources without bringing great results.
In other words, knowing where to apply the tests is essential to achieve the best results.
Therefore, we have separated some items that can bring different relevant results for you to test, check them out:
- Organization of elements;
- Form fields;
- Information about a product on a landing page;
- Visual elements such as colors, arrows, asterisks, etc.
- Email marketing formats, newsletter, shooting times, type of writing, etc.
After defining where the test will be carried out, it is necessary to choose the ideal tool that allows you to carry out A/B tests. Currently, there are several options on the market and your company can choose the one that best suits your needs and budget.
How to measure A/B test results?
After carrying out the A/B test, it is time to measure the results to identify which version obtained the most results. To do this, we have put together some very simple and practical tips that can help your company make the best decisions based on the results presented.
In order for sufficient data and results to be collected for a strategic, assertive and well-founded decision, it is necessary to have a little patience and wait a period for the test to be carried out.
Therefore, there is no point checking the statistics every hour or wanting accurate results in just one week, you need to give yourself time to optimize the results.
This period may vary depending on the strategy you are testing, for example, email marketing may deliver results faster than a landing page.
Normally, it is recommended to wait between 15 and 30 days to see full results.
Choose a main metric
There is no point in wanting to test several things at the same time, because then you may never arrive at a solution. Therefore, it is recommended that a main metric be defined, which will be used to choose the most efficient version.
In other words, if you want to test the CTA on your landing page, a fundamental metric that can be used as the main one to define which version is better is the click metric on this CTA.
Therefore, the one that has the most clicks can be considered the best version.
Count with ASB Marketing to increase your sales
If you want to implement demand generation strategies in your business, it is of paramount importance to start with planning.
In this scenario, understand your audience, online behavior, preferences and, especially, make an analysis of your competitors and current demands of the market.
Then understand how your sales process works and what characteristics need to be changed to meet your ideal customer profile.
In addition, it is essential to keep in mind that demand generation does not only occur by paid media, on the contrary, inbound marketing actions (attraction marketing) and demand generation generate very advantageous results for organizations when well employed.
Finally, you can count on an experienced marketing and sales company to support the implementation of these strategies, such as ASB Marketing.
With the best innovative methodologies and tools, ASB Marketing finds its ideal customer and qualifies them through fully automated and personalized email cadence.
When the lead arrives at the purchase decision phase, we only passed on to your commercial team to close the negotiation. With this, we guarantee increased sales, reduction of trade cycle, cost optimization and support in long -term business expansion.
Do you want to know more? Go now and see how ASB Marketing can help your business!