Some of these indicators strive to measure the opening and conversion rates of content, using A/B testing as a comparative technique. Below we invite you to learn more about this instrument and its importance in measuring the effectiveness of your inbound marketing strategies .
What is A/B testing?
A /B testing is a technique used to compare the results of two
different versions of the same content, with the aim of measuring which one is more efficient and meets the desired effects. It involves creating and testing two ways (A and B) of designing, structuring and presenting elements within an email, ad, banner, title, color, CTA, blog post, landing page, etc.; to check which version is more receptive and brings us closer to our objectives.
A/B tasting works like this:
If it is an email, the target audience is segmented into two halves. The first half will receive version A and the second half will receive version B. The difference between these two versions will be represented by a different variable. That is, there will be a common element between both emails that will be presented and structured differently. For example, the subject of the emails can be a variable to be modified in each test. The email that receives a higher opening rate will be the one with the most attractive subject, that is, it is the audiences themselves that determine which will be the best communication strategy to implement.
It is important to note that this type of test involves modifying only one variable pe cellphone number philippines r test and setting a time frame for evaluation. While we can carry out as many A/B tests as we want to achieve the perfect email or landing page, it is essential that we modify only one element for each test. Otherwise, we will not understand which change is affecting the results or why.
In addition, the time factor is extremely important. The test for both versions must be started and finished at the same stipulated time. Equal conditions in A/B tests are vital to obtain accurate results without any external alterations. To understand the importance of this technique, here is a list of some variables that you can measure in your A/B tests :
1. Calls to action:
CTAs start your conversion process and are what allow a visitor to your website to become a lead, that is, a new member of your database. In this sense, you can play with the words that accompany that call to action, their colors, shapes, sizes and location. Your CTAs should not only be present in your blog posts and social networks, email marketing recommends using them in emails as a button that motivates your sales opportunities to learn more information about your company, its services and products.
2. Headlines and description bodies:
Analyzing your buyer personas will give you an idea of which keywords and phrases you should use in the titles and descriptions of your web articles and emails. Doing an A/B test for these variables would merit building different types of messages and comparing two at a time, depending on the content offer you are providing. Remember, your messages should relate to the type of language your potential buyers use.
3. The length of a form and types of fields:
If CTAs start the conversion process, landing pages define its essence. They are pages where your visitors land to provide their data in exchange for a content offer that is attractive to them and provides them with value. Evaluating the length of your forms and types of fields is important to know your conversion rate, that is, the number of visitors who have become leads. Thanks to A/B testing, you can determine which information fields (such as name, email, country of residence, etc.) your visitors are most interested in filling out and exactly what size of form is most appropriate for your readers.
4. The visual aesthetics of graphic content (images, videos, infographics):
Audiovisual content that you incorporate into your social media, websites, emails, and blog posts can also be elements that can be measured by A/B testing . You can find out the effectiveness of one graphic content over another by creating two versions that are represented by different aesthetics. Here you can play with the color palette, the shape of the illustrations, the typography, the placement of the texts and images. On social media, these A/B tests take on greater importance, since audiovisual content is what is most consumed on these platforms.
Ultimately, the development of the digital world offers new situations and perspectives to multiply the possibilities of doing A/B tests and measuring their results. This tool allows us to quantify the efficiency of our inbound marketing strategies through KPIs , that is, it allows us to know exactly which elements are working within the methodology and which are not, their main reasons (why the origin of said strategy is known) and the alternatives that, in turn, can arise from the tests carried out. Doing an A/B test is not a complicated process, on the contrary, anyone could do it since it is only about comparing two different ways of carrying out the same objective.