5 Handy A/B Testing Tips for Savvy Marketers

Steven Wang - July 19, 2019 - 0 comments

In today’s increasingly complex and competitive digital landscape, A/B testing has become more crucial than ever before. If done right, it can help you minimize risk, optimize resource use, and generate more actionable data.

With data insights, you can tailor your marketing campaigns to deliver the most value to your target audience. Whether you’re writing email copy, creating social media strategy or designing CTA buttons, relying on guesswork or intuition simply won’t cut it.

Running A/B tests can benefit just about every aspect of your digital marketing. For instance, it can:

  • Help lower your website’s bounce rate and bolster email CTR
  • Increase conversion rate, leads generated and sales
  • Boost web traffic
  • Increase user engagement, blog readership, and social signals
  • Reduce cart abandonment for your e-commerce store

The list goes on and on. But the truth of the matter is that split testing can be intensely costly, not to mention time-consuming. This is especially true for marketers who cover a wide range of channels (e.g., social media, email, SEO, etc.)

Be that as it may, here are 5 expert-recommended tips you can leverage to make your A/B testing easy, effective and hassle-free.

1. Test One Thing at a Time

This might sound easy, but it’s a pretty common mistake. You need to focus on one element at a time. If you’re split testing the length of your blog posts, that is all you should focus on. Including another variable, item or step in the test can reduce the efficiency and accuracy of your A/B testing.

2. Focus on the Big Picture

The beauty of split testing is that it can help you gauge even the most trivial aspects of your marketing. But you don’t want to think too small.

Instead of thinking about the colour of your CTA button, for instance; you may want to focus on the big picture of the call-to-action. Will it deliver better results if you change the offer? What about the tone and language of the CTA? As such, you might want to revise the CTA copy and A/B test it.

3. Formulate an Actionable Hypothesis

At this stage, you should have a good idea of how, where and when your test will run. The next sensible thing to do is to formulate a realistic hypothesis. Without it, how will you analyze the outcomes of your A/B testing?

A hypothesis is usually straightforward if/then statement. It explains what you hope to test, why, and what you can expect at the end of the testing process. For example, if I change the length of my articles, then the site’s bounce rate will reduce.

A good hypothesis should not only give the scope of the test but also help you zero in on key performance indicators (KPIs).

4. Avoid Making Changes in the Middle of an A/B Test

This one is a no-brainer. You don’t want to bring in new elements mid-test or change the test before the testing duration is over. Any alterations made once that test is running will certainly make the results unreliable.

5. Test Scheduling is Important

You need to schedule your A/B tests properly. For instance, you cannot test sales on a holiday like the 4th of July against sales on an ordinary day in March. You need to compare apples against apples. And that’s where proper test scheduling comes in handy.

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