A/B Testing

Testing two versions of a webpage, email subject line, landing page, call to action, etc. to see which one performs better. It allows you to make decisions based on actual data. Also referred to as “split testing” and “bucket testing.”

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Testing two versions of a webpage, email subject line, landing page, call to action, etc. to see which one performs better. It allows you to make decisions based on actual data. Also referred to as “split testing” and “bucket testing.”

Who uses it? Marketers, web developers, copy writers – anyone who wants to find the best way of reaching his/her audience

What are some best practices? Focus on the pages visitors come to most often. According to HubSpot, those are usually your Home Page, About Page, Blog, and Contact Page. You may have other pages that visitors frequent, however. Run some analytics to see where your users are going. Make sure your sample size is large enough. Testing for 12 people won’t give you accurate results. In this blog, Hubspot shares how to determine how large your sample size should be. Monitor both versions consistently. Don’t forget to take peaks into account: If, say, Amazon were to run an A/B test and check the numbers after Prime Day, traffic would have increased considerably regardless. Test one thing at a time, and don’t alter anything mid-test. If calls to action on one version increases after you change color and copy, you won’t be able to ascertain what led to higher numbers. Testing more than one thing at a time is referred to as “multivariate testing.”

What can you test? Everything – copy, headlines, images, colors, newsletters, subject lines, etc.

Last updated: 2021/08/04