A/B testing in digital marketing is a methodology or experimentation process where two versions of a digital asset are compared. The variables can be an ad copy, Facebook ad, email, website page, app etc., and the objective is to determine which version performs better.

In A/B testing, A is the original testing variable, and B is the new version or variation of A. Digital marketing agencies extensively use this process to find which version brings engagement, generates leads and drives conversions.

For a better understanding, let’s take the website as an example. Different variations of website page elements, such as copy, image placement, call to action button, colour, font etc. are tested. The version that works is the “winner”. A/B testing essentially eliminates guesswork and helps in making data-backed decisions.

How to Perform A/B Testing?

A/B Testing mainly consists of 5 steps, and they are discussed below.

• Research The first stage includes qualitative and quantitative research. It involves the collection of existing data. In the case of a website, research different metrics such as visitors, traffic, conversions, page performance, bounce rate, time spent on a page etc. Google Analytics helps marketers to get insight into these website metrics. It shows which pages need improvement.

• Plan The next step is to analyse the collected data and make a data-backed hypothesis. Determine which parameters will be tested, how to set them up, what are the possible implications and impact and the expected outcome. Once the goals are set, use the plan for making variations of different website elements.

• Create In this step, multiple variations of the current version are created based on the hypothesis. Changes in button colour, typography, order of page elements, navigation elements, emotions, USPs etc. are carried out. Test run the experiment to see if the expected versions are working or not.

• Test Start the test on the website and allocate sufficient time to get statistically valuable results. Remember, visitors will see different versions of the website. Each experience, interaction and engagement will be measured and compared to the standard set. Observe and assess the results of each variation.

• Result Once the test concludes, the A/B testing tool will show how the two versions of the website page performed. You can analyse the key differences, and performance metrics such as engagement, time spent on the webpage, interactions, clicks, purchases etc. and much more. Based on the outcome, optimise existing and future digital marketing campaigns to get the best results.

Some of the website page elements you can A/B test are listed below.

1. Text
2. Images
3. Videos
4. Call to Action Button
5. Colour
6. Font Size
7. Typography
8. Contact Form Fields
9. Navigation Links
10. Position of Elements

Benefits of A/B Testing

• User Engagement

A/B testing everything will show how minute changes impact user behaviour on the website. Updating the website accordingly will boost user engagement and reduce the bounce rate.

• Better Conversions

The A/B testing tool will clearly show which content is working. Proper optimization thus will lead to better conversion rates, more sales and profits.

• Valuable Insights Besides engagement and conversions, A/B testing provides valuable insights into user behaviour and what works and what does not. Combining the winning changes help in developing successful campaigns.

HTIC is a full-service digital marketing agency with over 13 years of experience in the industry, delivering powerful and result-oriented SEO, PPC, SMM and other digital marketing services. We have helped countless brands across the world to grow digitally. For more details, contact us at any time.