Many trusted online and professional digital marketers have been relying on successful methods like A/B testing almost as long as we’ve been connected to the internet. While these comparative, side-by-side techniques deliver excellent insights for both businesses and their advertising efforts, what are the next steps to take after performing these tests? How do we get the best out of these practices after the testing part is over, even if it’s only temporary?
What exactly is A/B testing, why, and how does it work?
For those unaware, A/B testing is a tried-and-true marketing strategy that pits two different versions of advertising avenues or campaigns against each other to see which one outperforms the other. These methods are usually placed on websites, landing pages, email advertising campaigns, inside popup ads, etc., This practice provides key insight to where the best bet is for making marketing moves that potentially removes the risk for future endeavors.
Since A/B testing has a background in utilizing mathematical data, it’s only natural to examine what needs to happen next in the process to complete the equation successfully for the best results. In this light, here’s a quick breakdown of the best way to continue after initial testing has come to a close:
Focusing on goals when measuring metrics: Keep a tight focus on primary goals after the results are delivered, even if the results aren’t what you expect (want, desire, etc). Multiple metrics might have been used; you might find positive results in an unexpected place. For example, if you test two types of emails seeking the end result of most leads generated, don’t concentrate entirely on the opening or click-through rates. In some cases, they may have higher click numbers but show poor conversion rates, which may cause choosing the variation that had lower click-through rates.
Measuring the significance of results: Once it has been determined which method is performing the best, it’s time to see if there is statistical importance in making a change. To reveal these numbers, line up different figures side-by-side manually or download a free A/B testing calculator from HubSpot to perform this task using today’s technology. Using this tool, along with the calculator, users will be given an introduction to the significance of A/B testing and a tracking template.
Taking action based on delivered data: In most cases, a clear winner will be found in this race, but results may reveal neither one performed very well. If this happens, run a new test using other types of variables, different data, or other information, depending upon the circumstances. Use the negative results as a guide to move forward with different presentations; this will help you learn what didn’t work successfully in the past. For instance, when comparing emails, examine words or other items in the subject line of these messages, like numbers, capital letters, or other hooks that can grab the reader’s attention and encourage them to participate.
Continuing with the process: Once you’ve gotten through a decent round of testing, don’t stop there. There is plenty more to explore and discover. The results revealed will help in guiding future marketing methods with better content, improved imagery, or different presentations that will be more effective. Keeping this in mind, testing can always return to the beginning. In other words, reexamining original results can help determine if there are other methods to explore like different color schemes, the use of other images, varied content, etc.
On the surface, these processes may seem complicated; this is when many businesses turn over this matter to professionals for the best and most profitable results. Often it’s a lack of time, missing the necessary equipment and technology involved, or simply wanting to hand these tasks over to others who are more seasoned and educated in implementing these methods. That’s when and where you should contact us for a free demo to connect you with the best possible resources available when growing your important business and brand.
