And if you’re not A/B testing, you’re not digging deep enough into what matters. Looking at your data is one thing understanding what it means is another. With A/B testing, you can hone in on the content and design features that lead to more conversions - and avoid those that don’t.īetter use of analytics. Speaking of engagement, the more you can get your audience to engage, the more you can get them to convert. A/B testing lets you see which option garners the most clicks - so you can focus solely on features that are most geared toward audience conversion.īetter conversion rates. Something as small as the size and color of your CTA button can have a huge impact on email engagement. Some of the most direct advantages that you can gain from split testing include:īetter user engagement. Without it, you’re pretty much just shooting in the dark with what you think your audience will engage with - instead of making informed design and copy decisions based on real-world analytics. The benefits of A/B testing come from the insights that it gains for you. The one with the highest conversion is considered the winner. When conducting A/B tests or split tests, the goal is to measure the conversion. So in a split test, recipients might receive two entirely different emails, for example, an old and a new design.
On the other hand, sometimes, when marketers talk about split testing, they are talking about an entire redesign to the content. Essentially, the email recipients will see the same email in both A and B versions, but each version will feature a different element, for example, a different CTA or button size. So, for example, an A/B test focuses on showing the same version of an email, with changes to certain minor elements.
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The answer to this question depends on which marketing professional you ask! Although A/B and split tests have been used interchangeably for a long time, the term “split test” might be more frequently used when a larger element is different. We often get asked the question: is there a difference between an A/B test and a split test?
It can be used to compare results on everything from subject lines and body copy to image and CTA placement. It allows you to test various features and formats and see which performs better with your audience. This type of two-sample hypothesis testing is used widely by marketers, especially when it comes to email marketing. What is A/B Testing?Ī/B testing, also known as split testing, is a randomized marketing experiment that compares the outcomes of two methods: the A method and the B method.
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Keep reading to learn about the basics of A/B testing, including why it’s important and how to implement it in your email marketing strategy. If you’re new to A/B testing - or if you’re just not confident you have the time to put it into practice - we’re here to help. But A/B testing has a ton of utility in terms of helping your email marketing efforts succeed - and it’s often the easiest path to determining what is and what isn’t going to work for you. As for whether you’ve actually had time to put it into practice, that’s a whole other story.įor small business owners or marketers who are trying to do everything themselves, it can be tough to add yet another task to the ever-revolving list of marketing must-dos. If you’re in marketing, chances are you’ve heard about A/B testing.
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