How To Do A/B Testing
October 1, 2012 Leave a comment
The idea of A/B Testing is to see which version of a marketing campaign would be the most effective. Here are the steps you would take to effectively develop an A/B testing campaign.
- Develop two similar marketing campaigns with only one difference in the campaign such as a differing headline, offer, copy, or image.
- Ideally, you would send both campaigns, equally divided, to a random selection of your list. This is key. By changing more than one item on your marketing campaign, you cannot be sure what was the item that convinced your sample to pick one item over the other.
- Track which campaign provides better results in sales, web traffic, or engagement.
- Send the “winning” campaign to the remaining portion of the list.
The idea of doing A?B Split Testing is to provide an effectiveness to your marketing campaign. By sending this program to only a sample of your marketing list, the resulting “winning” campaign should provide an increased effectiveness to the remainder of the list that you may not be sure what is motivating your customers to react. Also, you can use this learning in future campaigns or use the “winning” campaign as one of the options in a future A/B testing campaign to make your marketing even better.
Where do you think you can do some A/B testing in your marketing?
–J. Nolfo helps companies understand their market and customers though a variety of market research strategies. He has over ten years of experience of market research for strategic planning purposes. He is the Director of Research at Rhino Market Research. He shares his thoughts about market research and business concepts with his blog “Pensare…Understanding Market Research in Business“. If you would like to discuss this blog or how J. can help you understand your market and customer needs, email him at email@example.com.