Why A/B testing is a necessity for your company
Jan 10, 2020
5 min read
When you take the time and energy to make and run a marketing campaign for your business, you need to have a way to measure and analyse how that campaign is doing. Using mere guesswork isn't a concrete way of making decisions and using a more quantifiable process is more preferable. This is why marketing automation is gaining popularity with companies of small and big sizes.
A/B testing is a part of marketing automation and allows you to successfully understand which aspects of your campaign are doing well and which aren't. With previous methods of testing like focus groups and surveys, the process of change was rather slow. But with automation, companies can now keep track of their campaigns in real time and make positive implements on the go, instead of months later when the damage may already be done.
Over 50% of companies have now started using marketing automation and most of those don't feel it may be difficult or complex. On the contrary, handling a marketing automation software or even carrying A/B testing out is as simple as changing a title or picture!
Here are some big benefits of using A/B testing to analyse and better your marketing campaign strategies.
Increase customer engagement
By analysing what you are putting out, companies keep revising and bettering their content using A/B testing. If something isn't working out, you can change it and repost it on another site to see how the changes are doing.
This constant change and upgrading is a great way to increase customer engagement as continuous revising and analysing allows you to keep thinking of solutions. This leads to having a more positive impact on your content and customers.
Changing and upgrading things as per what is working for you and what is not is a great way to increase conversions. As you continuously alter things for the better, you entice customers and create more sales.
Whether it is a social media post, a website landing page, a marketing campaign or a blog post, A/B testing can definitely help in making your efforts successful. Without guesswork and with changes made solely based on facts, businesses can easily increase sales and conversion rates. Successfully using A/B testing can also help in reducing bounce rates, increasing click-through rates, engagement with customers and more.
Save time, money, and reduce risk
Making any kind of changes to your marketing communications can be time-consuming and costly. When companies used surveys and focus groups as their source of feedback, the results came after months and by then the initial data would be outdated. On the other hand, with A/B testing you can get realtime, instant results that tell you what's going wrong and what is working for you.
A/B testing also lets you quantify your findings and changes instead of basing it on guesswork that may not even be correct. This helps in reducing risk, saving time and money, all while ensuring every step you take in your marketing strategy is calculated and effective.
Improve multi-channel campaigns
With a wide variety of ways to communicate and reach out to customers these days, multi-channel marketing is a must for companies to increase their chances of getting through. Since content can be revised and used again, if it doesn't work on one channel, it can be edited and then posted again on another.
This allows you to split test several factors using A/B testing such as the text, heading and subheadings, format, images, call to action, colours, and more. No matter what you want to test and change, A/B testing can help do that.
Cart abandonment is a huge issue for e-commerce vendors and with the use of A/B testing, companies can easily handle this problem. Analyse points such as the images and content you've used with the products, checkout page layout, shipping and return costs page, page design and format, discounts, and more and change them according to what isn't doing well.
If the changes work and you see an increase in sales, then the A/B testing has done its work. You can accordingly keep working on changing pertinent pages and decrease cart abandonment while increasing sales.
Many people believe in studying case studies and then applying those exact principles to their business. While this can help to an extent, every business is different, and simply copying and pasting their tactics can't always work.
Instead, with the use of A/B testing, you can let go of the guesswork and instead rely on actual facts that can help make your campaigns more effective and successful.
Performing A/B testing on different campaigns is actually very simple and doesn't require you to have any expert knowledge in statistics and such. With marketing automation, A/B testing is as easy as clicking some buttons as long as you know what you want to compare.
Marketing automation is a part of Customer Relationship Management software like FIVE CRM. If you would like to try one, please contact us for a free trial.
The bottom line is that A/B testing helps in removing the guesswork completing and helps businesses make informed decisions that are based on instant facts. Continuously analysing your content, webpage, and other aspects can greatly help engage customers and better your conversion rates.
The trick is to keep testing until you get it right. With this little risk, time and money spent, making these changes is easy and quick, allowing you to take full advantage of the process.
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