Is Your A/B Split Testing Helping?

Tips to Evaluating Your Market Testing

A/B Split Testing
Which Option Works Best?. John Cowie | Getty Images

When it’s time to test a website’s effectiveness, marketers often turn to A/B testing. By comparing two different versions of a webpage, marketing and web design professionals can get an idea which elements work and which don’t. Elements, such as buttons, copy, and form fields can then be tweaked to get the best response.

But when it comes to A/B testing, website design is only the start. The same techniques can be used for everything from sales efforts to marketing campaigns.

Unfortunately, as teams have relied increasingly on A/B testing, they’ve repeatedly missed a fundamental element. Teams still fail to test the leads themselves. Here are four types of A/B testing that your business may be missing.

Site Action

If your business has a website, chances are you’ve made decisions about the layout, design elements, and content of its pages. Even if you have analytics in place, you may have no idea whether the choices you made were the right ones. Are certain links being ignored because of their placement on the page, the wording of the invitation, or the color of the text?

With site-action A/B testing, a site developer can try out different designs and measure results on each. Through a simple action like changing the color or size of a button, a business may be able to increase click-throughs and conversions.

Lead Quality

With A/B split testing, two different variables are tested and measured to determine which has better results.

Once the A/B test has been launched, the results are used to improve the results websites and other marketing tools.

As A/B testing has matured, brands have increasingly begun turning their attention toward strengthening their leads databases. “Leads quality is the most important thing B2B companies can A/B test,” says Prayag Narula, CEO of LeadGenius.

“Lead quality has the most direct impact on sales and marketing efficiency, so why not compare how well your leads perform based on where they come from?” 

Mobile App

To be truly competitive in today’s market, businesses must have a useful mobile app. But how can one know if the app is not only easy to use, but also customers know about it? Through the use of mobile A/B testing, a business can test everything from the app’s design to its description, icons, and price point and adjust according to results.

The key to successful mobile A/B testing is an offer of multiple options through you website or email marketing messages.

Sales and Marketing

Change is hard, but necessary to keep marketing efforts fresh and effective. In today’s fast paced world, marketing methods that worked well once, may not produce the same results today. As a result, marketing materials constantly need to be tested to determine their effectiveness.

To remain competitive in an ever-evolving market, it’s crucial that businesses continue to adjust their efforts and measure the results. The problem is that what works for one business may not work for another, even within the same industry.

A/B testing is a great way to test two different methods against each other.

However, it’s important that businesses don’t limit themselves to using this type of testing for only their traditional website design efforts. By widening your approach, you’ll be much more effective in your efforts, increasing conversions while also gaining a better understanding of your customers