All Marketers Need to Know About an A/B Test

    By
    Debjani Chaudhury
    -
    A/B Testing, Marketing, ROI, Conversion Rate, Click-through rate, CEO, CMO

    A/B Testing helps to figure out what works best for any brand, its visitors, and the marketing campaigns, but it can be tricky as one may end up making wrong assumptions about how an audience reacts to a particular marketing technique. Below are few A/B testing tricks that can conquer it.

    1. Only one change at a time should be tested

    Marketers should test one change at a time to accurately assess which test group has a high success rate – like a higher conversion rate, a lower bounce rate, higher click-through rate, more data collected, or whatever is the desired test result.

    Read More: AI data report shares what ad creative will work in 2021

    Brands can also test the effectiveness of a particular ad, such as a sponsored search result for Google Ads. Although there are limited options to change, one can still test how well one campaign performs over the other.

    1. Don’t rush through the A/B testing process

    Marketers should not rush the process of A/B testing, allowing the test time to work correctly. A/B testing is never an overnight project, so depending on traffic to the website, marketers may want to give the test a few days or a few weeks to gather data to derive a clearer picture of the visitors’ preferences.

    If 70% of emails are opened within the initial 24 hours, and then it tapers off to 5% opened in the next two days. For A/B testing of a website, one needs to allow for more time to obtain a more extensive test group or gain more visitors to the website.

    1. Be goal-oriented

    it is important to establish a goal before doing an A/B test.

    Marketers must not forget the ultimate goal of seeking a higher rate of conversion and should stick to the original purpose and remain focused on the results that they were seeking initially.

    1. Results need not be statistically significant before the changes are implemented

    The chances are that data will seem immediately very telling, and marketers must begin to carefully and thoughtfully implement desired changes. And if not? Marketers can try some new variables in an innovative round of testing.

    Read More: Why Innovation is Critical for Businesses During the Pandemic and Beyond?

    1. The list of contacts for sample email marketing A/B test must be large

    If the contact list is less than 1000 contacts, most email marketing platforms will suggest doing so. The bigger the audience will be, the more people will hear the message, and the more effective the A/B testing will be.