The Role of A/B Testing in Your Marketing Strategy

grey background with text reading "A/B Testing" next to a smartphone

A/B testing allows marketers to make data-driven decisions regarding their campaign objectives, creative assets, social media scheduling, website optimization, and other pieces of their marketing strategies. By performing A/B testing, marketers can efficiently allocate their resources to drive the most effective results. Keep reading to learn more about this tried and true method to enhance performance!

What Is A/B Testing?

To begin, A/B testing is simply the comparing of two variations to determine which produces the best results. A/B testing in marketing can be applied across a multitude of creative ranging from social media content to landing page copy and beyond. It is an excellent way to learn more about your target audience, how to reach them effectively, and how to support your strategies with data.

How Does It Work?

Once a test variable has been selected, different versions of that variable are served at random. A/B testing statistics and results can be measured by various metrics including clicks, landing page views, and purchases. Once the test has run its course, the results can be used to determine the most successful variant and applied to future campaigns. 

Why is A/B Testing Important?

A/B testing ensures that digital marketing strategies evolve alongside consumer behavior. It also enables marketers to determine the most effective means to drive measurable action. These tests can take some of the guesswork out of marketing and inform decisions that are more likely to generate results. Even small optimizations can lead to large jumps in performance.

Top 4 Best Practices for A/B Testing

  • Outline a clear hypothesis: determine what you are testing and which metrics will be used to gauge performance
  • Make small changes: distill variants down to subtle changes to more precisely determine which factors influence performance (versus comparing two entirely different landing pages)
  • Test often: past results may not always indicate future successes, so routine testing is recommended to steer the evolution of branding and messaging
  • Allow tests to run their course: resist the temptation to make changes immediately – statistically significant data more reliably indicates that changes in performance can be attributed to your testes

What Should I Test?

When it comes to A/B testing, you can compare just about anything. Here are some great places to begin:

  • Social media: creative, call to action, campaign objective, posting schedule
  • Google: ad copy, keyword match type, ad schedule
  • Email: subject line, body content, time of day sent
  • Landing page: copy, layout, font, colors

Ready to Start A/B Testing? Contact LSM!

Whether you want to compare creative for landing page optimization or enhance your social media presence, testing different options will help you choose the best route to take. At LSM, we can help you create an effective A/B testing marketing strategy and take your business to new heights. Contact us to learn more about our digital marketing services for both small businesses and multi-location companies!