What Is A/B Testing in Digital Marketing? – UNIKO BIZ SOLUTIONS

A/B testing is one of the most effective tools that digital marketing professionals use to optimize their content.

This strategy takes advantage of the defining feature of digital marketing: its measurability. With, for example, a magazine ad, you never know how many people look at it or how many conversions it drives. With a digital marketing asset, on the other hand, you always know how many people look at your content and how they interact with it.

What Is A/B Testing?

A/B testing, also called split testing, consists in creating two versions of the same piece of content (versions “A” and “B”) that differ only by a single element in order to measure the impact of that element on the audience.

For example, if you are A/B testing a landing page, you may create two versions of the same page, one where a “Buy Now” button is red, and another one where the same button is blue.

If the page with the red button generates more conversions, then you’ll know that using a red button makes a substantial difference, and therefore it’s the best alternative.

A/B testing can be applied to most marketing assets, including, but not limited to:

A/B Testing Aspects to Keep in Mind

As mentioned earlier, basically any piece of content can be optimized using A/B testing. However, the procedure may vary depending on the specific type of asset you want to test.

For example, A/B testing an email campaign can be very easy. Since you have a list of contacts, all you have to do is send “A” and “B” versions of your content to separate groups and then measure the results.

While things may be a little more complicated with other types of content, these are some of the aspects you should always keep in mind:

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