You’re thinking of enhancing your cupboard space and land on this California Closets website. Which of the websites would you be more inclined to sign up for-
Two alternate California Closets websites. Source: Gardner, 2012
If you chose B you would have been in the minority. Numerous more signed up on version A of the website.
Is there really much difference? Yep – a 439% difference of clickthroughs (source).
This is one example of A/B testing, a trial of two alternate versions of digital content to see which one more positively influences customer behaviour.
A/B testing is a powerful tool for digital marketers. It’s value comes from quantitative results, which allows marketers to identify areas of improvement for a campaign in a rapid time frame. Subsequently, this can lead to more click throughs, sign ups, sales conversions etc.
Many companies use A/B testing, such as Sony. Source: Optimizely, 2017
Despite the potential A/B testing has, only 52% of companies test their home pages to determine whether it can be improved. (source)
“Regardless of your budget or overall objectives, measurement and testing is an essential component of effectively optimising digital marketing activity and its conversion rate”
Source: Digital Marketing Institute, 2017
A/B testing can be used for enhancing the response of not just websites, but other digital content such as
– Email marketing
– Pay Per Click advertising
Second, it is important to only change one element when performing A/B testing. Do not change multiple as you will not be able to derive effective results.
If you are looking at doing this for your own website, Google AdWords is the way to go.
Had you heard of A/B testing? Why do you think most businesses don’t use this to improve their home page?
Contribute to the sound of this digital marketing topic and comment your thoughts below!