Your business is about creating value for your customers, turning them into advocates for repeat business. The greater the value, the better the chances your business will be successful.
Data consumption has evolved, and we don’t always put out the type of content that will attract and motivate consumers to purchase. Measuring the ROI created by your marketing and advertising campaigns is as much a challenge as running the business itself.
Fortunately, through the use of A/B testing businesses can now not only store and analyse data, but make more informed decisions about their marketing and advertising campaigns.
What is A/B testing?
It is comparing different versions of an online or offline campaign to determine which generates better results. For example, the images, headline text and call to action used on a landing page on your website, promotional flyer or Google PPC ad.
The data collected from this approach will help you determine which campaign consumers reacted to more favourably. You will then be able to create more engaging content that will appeal to your target audience.
Some of the key benefits of A/B testing
1. Improved Content Engagement
Launching two versions of a campaign will provide key insights into what type of content attracts more interaction and conversions from your customers. A lot of time, money and resources are used in understanding your target audiences, researching and creating content that will turn them into customers. However, this investment can seem wasteful if it does not generate the expected results. By experimenting with your content through A/B testing you will be able to tailor and improve your content for better engagement.
2. Reduced Bounce Rates
Responsive design, layout, user journey, imagery, tracking tools, SEO tactics and Google PPC campaigns and much more, all done to get people to your website. It can be disheartening when visitors just “bounce” from your site without spending any time reviewing your content.
If this is happening to you, it’s time to look into optimisation via A/B testing. Look at the headlines, support images, call to action and other elements on your pages, the direct comparison performed with A/B testing will help you find a winning combination of elements that keeps visitors on your site long enough to provide them with value from your content which may ultimately lead to a sale.
3. Increased Conversion Rates
A/B testing is one of the easiest and most effective way of creating content that converts more visitors. Take the time to carefully craft two versions of your campaign to see what works and what doesn’t. Testing two versions does take a little longer, but when done properly will help convert more leads into sales.
4. Ease of Analysis
One of the best things about A/B testing is that it is quick and easy to analyse the results and determine the clear winner. Try this simple metrics on an A/B test of your website landing pages (time spent on page, conversions, sign ups, downloads etc.)
5. Increased Sales
One of the most important benefit for businesses is A/B testing can help increase sales. With fewer bounce rates, better customer engagement, more customer conversion all lead to increased sales for your business.
Your business is unique and has USP’s that make it stand out from your competition. Using A/B testing to experiment with marketing those characteristics to find the ideal combination for your customers not only provides them with better experiences, but it also instils trust and confidence in your brand, product, service and business. When visitors begin to trust your company because of the value you provide, increased sales and loyal customers are a natural result.
For any further advice, why not ask over a cup of coffee? Give us a ring.