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A/B Testing: The Path to the Best Content


As we have discussed in previous posts, digital content can be one of the most effective ways of gaining new customers. However, not all content is created equal. Visitors must find your content eye catching and engaging if you want them to become customers. While there are many best practices in achieving these goals, what works for one company might not necessarily work for yours. So how do you know what content is best for you? A/B testing!

 A/B testing is a systematic way of determining the most effective variation of your content. The process involves creating two different versions of content (A and B). Versions A and B should be nearly identical with only slight variations. These variations can include different headlines, different calls to action, or different copy. When A/B testing, you only have one variation in the A and B version with the rest being identical. After creating the different versions, you send them each to subsets of your audience. Whichever version performs better is the one you use for the rest of your audience.

When A/B testing, there are certain things you should do. First, limit the number of variables. The goal of A/B testing is to determine the effect the change you are testing has. The two versions should be identical in every other way and should run at the same time. If there are other differences besides the one you are testing, your results could be skewed. Second, only run A/B test on new site visitors. Returning customers are accustomed to your website and content. This familiarity to your content can affect how they behave and ultimately your results. Finally, make sure to listen to the results, not your instincts. We naturally will favor one version over the other. In order for A/B testing to be successful, we have to put that aside and base decisions solely on what the data shows.

Are you ready to try A/B testing? Reach out to us today! 

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