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What is A/B Testing in Digital Marketing? A Useful Guide to Conduct A/B Testing

A/B testing is a powerful strategy used by digital marketers that brings great value in terms of higher conversions and ROI.

Digital marketing experts do thorough research before crafting marketing strategies, but not every strategy always produces positive outcomes. So, they conduct A/B testing to know what variations can be made to improve the conversion rate.

In today’s post, we will discuss what A/B testing in digital marketing is and the important steps to conducting A/B testing.

What is A/B Testing in Digital Marketing?

A/B testing (also known as split testing) in digital marketing is a methodology used to compare two versions of the same website, ad, email, landing page, or pop-up against each other to determine which version performs better.

A/B testing is key for a digital marketing company like One Klick SEO because it helps us increase sales by identifying and applying the best and result-driven digital marketing strategies for our valuable clients.

How Does A/B Testing Work?

In A/B testing, you split your audience into two same sizes, and develop two different versions of the same content with just a change to a single variable.

Afterward, you show those two versions to two different same-sized audiences and analyze which version performed better over a specific time duration.

For instance, you want to see if changing the position of a CTA button on your website can increase your conversion rate or make the user experience better.

So, to check this, you test by displaying Version A (current page) and Version B (new page with a new position of the CTA button) to different same-sized audiences.

HubSpot performed a test in which the red button outperformed the green button by 21%.

Benefits of A/B Testing

  • It is the most effective way to increase the conversion rate.
  • This test helps you stay ahead of changing trends and gives insights about your audience’s likes/dislikes.
  •  It helps to make your visitor stay longer at your website as a result the bounce rate decreases.
  • It is reported that 70% of customers leave e-commerce websites with items in their cart (known as cart abandonment). So, marketers test different product descriptions, and product photos, and check out page designs to lower cart abandonment.

Step-by-Step Process to Conduct A/B Test

1.  Identify New Areas for Improvement

The first step in A/B testing is to identify a web page, landing page, email, or any other element that should be improved to boost conversions.

You can use an analytics tool like Google Analytics to get insights about your website pages. It will help you to identify pages with lower conversions and higher bounce rates to target them to improve.

2.   Generate a Hypothesis

Next, generate ideas to improve the baseline page. Your hypothesis should define the reason why the new idea will perform better than the baseline page.

3.   Create Variants

After generating the hypothesis, you need to create a different variant of the same page.

Note: Make sure you are testing a single variable at a time so that you know more about your audience preferences which lead to more conversions.

4.  Run a Test

Now, it’s time to run an experiment and wait for the results. You can use an A/B testing tool like Optimizely where you get all the data about how your audiences respond to variants.

5.  Analyze the Results

Conclude based on data provided by the A/B testing software tool. You can use a statistical method to determine if your hypothesis is proven to be right.

One Klick SEO Practices A/B testing

A/B testing enables digital marketing specialists in developing quality web content and marketing that users want to see. As digital marketing experts in Dubai, we do A/B test experiments to create well-planned digital marketing strategies that accelerate ROI for our clients.

One Klick SEO
One Klick SEO

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