Everything You Need to Know About A/B Testing in 2022
As a business venturing into the digital space, creating an aesthetically pleasing and effective website is of the utmost importance. After all, if your customers can’t figure out the website or find what they need, they’ll hop onto another website.
So to avoid a high bounce rate, your digital marketing agency will carry out A/B testing to create the most effective and on-brand website for your business. But what exactly does A/B testing mean?
Here is a guide by an interactive marketing agency on everything you need to know about A/B testing in 2022.
What is A/B Testing?
A/B testing also called split testing is an experiment carried out by a digital marketing company wherein the target audience is segmented and each segment is shown a different website, page elements, pop up, webpage, etc., of the same company.
The goal is to determine which one performs better (boost conversion rates) and gains the best results on the metrics. Thus, becoming the final product that all users will see.
During the testing, A will be called the “control”, i.e., the original version, while B is known as the “variable” which is the varied/different versions of A.
Why is It Important?
As one would expect, this is a long process that requires the interactive marketing agency to create more than one version of the element that needs to be tested. So, many brands end up having one question in mind. Why is it important? Is it worth the added expense rather than creating one new version and sticking with it?
While you can just create a new version and run with it, what if it doesn’t give your the desired results? So, here are some reasons why a web marketing company will use A/B testing.
- Reduce Bounce Rate: Users are more likely to stay on a page if they find something interesting. With A/B testing, you can find out what your audience wants and what works best for them.
- Increase Website Traffic: What may be lacking in your previous website might be that it’s difficult for the user to understand. With A/B testing you can try out different ways in which the website can be more effective for the users to use. In doing so, you increase your website traffic as your target audience isn’t leaving after being confused by the webpage.
- Boost Conversion Rates: With better web pages, layout, CTA, design, and much more, the people on your website might consider visiting your website or even carrying out the desired CTA. in doing so, you can easily boost your conversion rate as with the desired CTA, they have given you some information you needed.
What Do You A/B Test?
Now that we have established why is it important to carry out A/B testing, the question that arises is what can you do A/B testing on? While there are no specific elements, a creative digital marketing agency usually does A/B testing for:
- Design of website or webpage
- Content (copy)
- Page elements
- CTA (Call-to-action)
How Do You A/B Test?\
An interactive marketing agency using A/B testing for your brand does not simply make two versions of an element and sends uploads them. Given that it is an experiment and a complete process, there are certain steps involved. A marketing design agency that carries out A/B testing will follow these steps:
- Choosing the Element for Testing
Firstly, the digital web agency will establish what element(s) needs to be tested. These could include a whole website, webpage, CTA, content in a webpage, and much more. While there may be multiple elements you want to test, choosing only one element will help determine the change.
- Create Control and Variable
Then the control (A) and variable (B) are created. Depending on how big the experiment is or how many variables you need the interactive marketing agency will create them. However, while the variable changes, the control remains the same to observe the differences.
- Segment the Target Audience
Before running the test, the web marketing company will split or segment the target audience into groups. Depending on the group, the different elements are shown to the audience within a given time frame. These groups will either be spilt equally or selected randomly.
- Analyze the Results
Lastly, all you need to do is analyze the performance on the control and variable to find out how they fared. Gather the data and analyze the performance to see if there was a change observed and if it was effective. If you get the desired results, use the one that worked.
We hope this article helped you understand how an interactive marketing agency uses A/B testing for your brand. With A/B testing not only are you creating a website that is effective and provides you the desired results, but you also gain an insight into what your target audience and customers want from you.
Toshiko’s Tip of the Day: If you have certain themes or elements that you want to be highlighted on the company’s website, be sure to relay them to your marketing agency.
If you need assistance in marketing your brand, our team of dedicated professionals at SOL Digital will be happy to help. With several years of experience and even more happy customers, we are the one-stop for all your marketing needs.