The A / B Test consists of developing and releasing two versions of the same element and measuring which works best . It is a test that serves to optimize an email marketing strategy or improve the effectiveness of a landing page .
If you’ve detected that your page is going through a bad time, it’s time to apply actions to improve your opening rate and click-throughs
HOW DOES THE A / B TEST WORK?
This method consists of developing two versions of the same element that we are going to release to the market (for example, a blue CTA button and a yellow one), and then use the metrics of each variation to evaluate which works best .
Contrary to what may seem, making many variations does not have to produce negative impacts; are incremental changes that will keep your users connected and closer to the last link of the purchase cycle.
To use the A / B Test well we must focus our attention on those elements that influence the opening ratio of an email and the clicks that the user makes on a landing page. Here are some of those elements 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 extension of a form and types of fields.
The layout or visual structure of your web page.
The mode of presentation of the price of your products and promotional offers.
The images (location, purpose, content and quantity) of the landings and pages of your product.
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, market research. In the end, it remains a quantitative approach that can measure behavioral patterns of our visits and provide the insights needed to develop solutions .
Scott Herbert is a Web Developer & Digital Marketing Strategist. Currently working with Oracom Web Solutions as Lead Digital Marketing Strategist and Search Engine Marketing trainer for ORADMT. He is Team Member of Blumedia Digital Consulting
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