As a Business Owner you’ll know that marketing is important. But your biggest marketing question isn’t do you know your customers?…but do your customers know you?
Sometimes it feels as though knowing what customers react to and don’t react to is almost an impossible task
Consider A/B Split testing to give you a better insight and help you target your marketing for better results.
What is A/B split testing?
Split testing is all about figuring out which version of your marketing, website, newsletter or ad campaign performs with your customers, and it’s crucial if you want to find out how to best communicate with your audience.
The basic idea is that you’ll run two versions of the same piece, and monitor both to see which one gets the highest engagement. Depending on the goal of the campaign you might look at click rates, sales numbers, phone enquiries or even downloads to figure out which variation is most successful. Once you’ve seen what works (and what doesn’t) you’ll modify your final piece based on what you learn.
How does A/B split testing work?
As an example, if you’re split testing your website home page you’ll need to create two versions of the same page, each with some small differences. Maybe you want to test out a new colour on your ‘buy now’ buttons, or switch up the position of your images.
They key is to make the pages as similar as possible and just change one or two small things so you can more easily track exactly what your customers are responding to. If you change too many elements you won’t know which one is working.
Once you’ve created both versions of the page you’ll send 50% of your traffic to each version. Based on your customer’s behaviours once they hit their respective page you can start tracking the results to see which colour, or which image position, is having the most impact.
Where can you use A/B split testing?
The great thing about split testing is that you can use it with just about anything. It’s all about forming a hypothesis about what you think might work with your customers, and then testing your theory.
You can send your newsletter at two different times of day to see which half gets the most clicks, you can send two different versions of a direct mail campaign out to see which one prompts the most sales. You can even print up two sets of business cards and see which one snags you the most call backs.
The key with this is making sure you measure the difference in the results…Peter Drucker is famous for saying “You Can Manage What You Measure”…so make sure before you start that you and your team know what your measuring so you can create better results with your marketing investment.
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