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What You Need to Know About A/B Testing

| March 8, 2016

The more informed you are about how your audience responds to your marketing materials, the better your chance of success. A/B testing is a fantastic method for figuring out the best online promotional and marketing strategies for your business. It allows you to compare your existing content to a slightly altered version to identify which version drives more engagement and conversions.


WhatA/B TestingDoes

Through A/B testing, or split testing, marketers can test two versions of a digital asset: 1) the original asset (Test A); 2) a slightly modified version of the asset (Test B). In an A/B test, these two versions will rotate and serve at different times. Think of it this way, scientific experiments follow a process of adding and removing variables to measure effects. A/B testing is the same idea, just with your marketing assets. You are gathering data that will help you make informeddecisions about what changes to make rather than shooting blindly.


The Importance ofA/B Testing

A/B testing is cost-effective because it allows you to test new ideas before implementing. Testing gives you the data needed to back these changes up, which helps you validate decisions with clients, teammates and executives. Understanding your audience’s preferences and behaviors will boost your current and future campaign results.


How You Can Begin A/B Testing

Through A/B testing, you can test nearly anything you are interested in changing. For example, you may want to test the color scheme of your marketing emails, which can be a powerful factor in influencing customers to take action. Or, you may want to see if changes to your ad copy affect CTRs. Keep in mind that you only want to test one variable at a time to clearly compare the results.


A/B testing allows marketers to ensure media is optimized to drive the conversions, and at USA TODAY NETWORK in Nashville, Tennessee, it is an important part of any campaign we run. Get in touch today for a free marketing consultation.



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