A/B testing is a method of marketing research. The point of this kind of test is that a control group of elements is compared with a set of test groups. The indicators change within the test groups to find out which of the changes improve the target indicator.
It is a hot type of research for several reasons:
There is nothing in the world you can't test with A/B testing. It is a very popular tool among marketers, designers, and analysts. Let's look at the spheres where A/B testing can be implemented.
Digital marketing is a wide field, where you can test everything:
Within these blocks you can test:
We will not go into the deep details of each block but will show you on the case how it works.
In 2013 Microsoft performed A/B testing on titles and captions in the Google search. They had great results and scaled the testing up to 32m people. The test helped the company to earn an extra $10m per year. That is why you have to use A/B testing – it works.
Design is something you also can test with A/B testing.
How to do A/B testing in design? Here is the case!
In 2005 Google made a test with ran a test of over 30 color combinations for their search results page. This series of split tests helped the company to get over $200m extra money per year.
There are so many tools for A/B testing tools, we are going to mention the most effective and widely used ones.
Google Optimize is a free tool that offers A/B testing features. There you can test landing pages, lead forms, and many more. There is also a minus of Google Optimize – you have to know the platform very well, that is why it is not appropriate for the newbies.
This is the leading platform of the industry that has lots of CRO tools for any type of business.
Optimizely offers the range of the tests, where A/B testing is one of them. Differ audience segments and test personalized messages with Optimizely.
This is a marketing software platform, where you can perform A/B testing as well. There is a CRM holding your data which costs $800 per month for 1000 contacts. HubSpot is a cool tool for big companies and developed businesses.
A/B testing is a great tool for achieving the goals such as: get better engagement, a more effective user interface, get higher CTR and conversion rate. Use the tips we gave you to perform perfectly not only your marketing campaign but design as well.