The Value of A/B Testing

What is A/B testing and is it something I should be doing?

Digital marketing, which has proven to be crucial for a business’s success in today’s world, is, in large part, the process of identifying your target customer, figuring out what that customer wants, and then presenting it to them. A successful digital marketing strategy will include content marketing, search engine optimization (SEO), smart web design and development, and social media marketing.

But figuring out what your customers want and prefer can be difficult. Indeed, how do you know if customers are going to be more attracted to a simple layout or a more intricate one? Blue text or red?

This is where A/B testing comes in. Here’s what you need to know about the value of A/B testing and how it may affect your online marketing strategy–

What Is A/B Testing?

Also called split testing or bucket testing, A/B testing is the process of comparing two (or more) different versions of the same website or mobile app in order to determine which one performs better (i.e. which version a business’s target customers like more). Basically, you will take your current webpage, which serves as the control, and then make a variation of some sort, such as changing the layout, text size, call to action, or colors, and then compare how users respond to each page. Statistics that you may analyze to add clarity to the process might include the number of website views, the number of clicks, how long users stay on a page, conversions, and sales.

The Benefits of A/B Testing

As explored in depth in another blog, your online marketing goal should be, in large part, to enhance user engagement. This requires understanding what your customers want and need, and then continually improving your digital marketing tactics in order to meet those wants and needs. When you invest in A/B testing, you are committing to continually and consistently enhance a user’s experience. This, in turn, can improve another goal–such as an improved conversion rate–over time.

Another benefit of A/B testing is that it provides your business with real data regarding how your customers respond to different website variations, taking the guesswork out of your digital marketing needs. Your online marketing strategy should be based on evidence, not hypotheses about your customers’ preferences or presumed knowledge about what your customer wants.

Get Started Today

If you haven’t spent time determining what your customers want, how exactly are you supposed to deliver? When you work with a qualified digital marketing company such as NUVEW Web Solutions, you can benefit from the assistance of professionals who know how to collect valuable user data that can be used to drive smart decision-making.

Our digital marketing team is ready to start exploring potential ways to enhance your website to increase your conversion rate and is eager to begin performing A/B testing for your website today. To learn more about how we can bolster your online marketing efforts, please send us a message requesting more information or get in touch directly by calling 219-323-3343.