What is A/B or Split Testing?

A/B Testing consists of developing and launching two versions of the same element and measuring which one works best. It is a test that helps us to optimize an email marketing strategy or improve the effectiveness of a landing page.

This video will help explain everything in detail:

If you have detected that your page is going through a bad period, it is time to apply actions to improve your opening and click-throughs rate

How does an A/B Test work?

This method consists of developing two versions of the same element that we are going to launch on the market (for example, a blue CTA button and a yellow one), and then using the metrics of each variation to evaluate which one works best.

Contrary to what it may seem, making many variations does not have to produce negative impacts; they are incremental changes that will keep your users connected and closer to the last link in the purchase cycle.

To make good use of the A/B Test we must focus our attention on those elements that influence the opening rate of an email and the clicks that the user makes on a landing page. These are some of the elements that we can test in an A/B Test:

  • The words, colors, sizes and location of your CTAS.
  • The headlines and bodies of the description of your products.
  • The length of a form and types of fields.
  • The layout or visual structure of your website.
  • How to present the price of your products and promotional offers.
  • The images (location, purpose, content and quantity) of the landings and pages of your product.
  • The amount of text on a web page or blog post.

Apply it! You will observe curious behavioral trends in A/B testing that can help you detect improvements more efficiently than, for example, through market research. In the end, it is still a quantitative approach that can measure behavior patterns of our visitors and provide the insights needed to develop solutions.

Most common further questions:

What does AB testing stand for?

Actually, it doesn’t stand for anything. It however means split testing, which is the method behind testing one variable with one or more versions to determine a winner and optimize a marketing campaign.

How do you perform an AB test?

  1. Pick one variable to test.
  2. Identify your goal.
  3. Create a at least two versions to test against each other.
  4. Split your versions groups equally and randomly.
  5. Determine your how long to run the test.
  6. Decide how significant your results need to be.
  7. Make sure you're only testing one variable at a time on any campaign.

Why do we do AB testing?

In short, A/B tests help optimize any marketing campaign by testing individual variables with real users to determine which is best. You can test different headline copy, page design, CTA button color, etc.

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