Keys to Running a Successful A/B Test For Your Business

Creating a successful marketing strategy isn't only about your content. It involves testing a set of variables that identify your target audience and what type is most appealing. Here are a few methods to use in order to run a successful A/B test.

A Clearly Defined Variable and Control

A/B testing is a marketing test where you divide your target audience to test the effectiveness of campaigns. You then take the results from A and compare them with B to determine which group is most receptive to your marketing. Market Dial says that when looking at your results, 1-to-1 matching is better in terms of ROI for retailers than 1-to-many matching. In addition, you also need to choose a set of variables that you want to measure. For example, the color scheme and the location of the call-to-action button are two variables you may want to consider.

A Big Enough Sample Size

When you set up your A/B testing segments, you need to have a big enough sample to achieve results that are measurable. But when it comes to determining sample size, there really isn't a magic number. However, you need to have a large enough sample that you can accurately compare the results. For instance, if you're running A/B testing for a female target audience, you could run the test comparing different age groups such as 18 to 25 and 26 to 34. In this manner, you're able to compare the results of a same-sex demographic but at different ages. In turn, you can then target each group again with different variables to see how they respond. According to ExactDrive, it’s important to target by demographic if you want the best results. Note that it's important to clearly define the differences when comparing variables. A younger demographic may respond better to an image of a younger person whereas older subjects may respond more favorably to someone in their age bracket.

Benefits of A/B Testing

While some marketers find the process of A/B testing cumbersome, not doing this test can hinder your marketing efforts. To truly define your strategy, you need to know who wants to see your content and why. You also need to understand why a certain demographic isn't interested. In turn, you can then create specific content that delights your target audience and that encourages engagement.

While it's difficult to pinpoint exactly why someone doesn't open an email or like a photo on social media, it's still possible to narrow down less exact reasons and then refine your marketing strategy. The goal isn't for everyone to like your content; however, you do want the majority of people you target to be receptive. Running some A/B testing can help you get the result you need.

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18 Nov 2019

By Farzin Espahani