Are you wondering why your campaigns are not very effective? Perhaps it’s decided by a small detail or one element that discourages customers. You can look for the cause of the failure on your own, but it will take a lot of time and doesn’t guarantee improving the effectiveness of your campaigns. If you are not yet doing A/B testing, it’s time to change that! We will tell you how to conduct such tests to choose the most favorable option and make your audience curious.
Why you should use A/B testing in marketing campaigns?
Surely you create different content and notice that some of it is more likely to encourage users to take advantage of the offer. You may find that the font, style and even colors are not suited to your target audience. What’s more, an unfavorable layout of elements in an email, for example, is enough to alienate a customer. With A/B testing, you will see which version of your campaign is most suitable to achieve the results you care most about.
Is conducting A/B testing complicated?
Of course not! In iPresso, all you have to do is indicate that you want to conduct an A/B test with a particular campaign, and then you will create messages in two (or even several) versions. It’s important not to test too many changes at once. For example, you can put a CTA in the first version, encouraging people to go to the product page, and simply change its design and size in the second version to see which one will attract more hits to the page. The Drag&Drop editor will allow you to easily create an email message. All you have to do is drag the elements you want to have in the email, write interesting content and add links. Want to test even more options and tweak the look of your new campaign more? Use A/B testing as often as you need it! If you want, you can test not only emails, but also web push notifications, among others. This way you will learn how to communicate in a way that is better suited to the customer. Thanks to A/B testing, you will not only notice which elements need to be improved, but you will also find out which wording is most inviting.
How does A/B testing affect the effectiveness of a marketing strategy?
Imagine that you have messages already sent out and you see that a very small percentage of recipients clicked on a link in the message. You don’t have to guess why your marketing efforts were ineffective. After A/B testing, you’ll get a clear report of the results, which will allow you to send a more attractive version of the message to your target audience and eliminate mistakes in future campaigns. You can check whether more people click the button, when they see personalized content and where it’s best to place graphics (and whether more than one image is needed), as well as at what times and on what days messages are read. Take the various factors into account and tailor the messages for the segment they will be targeting. After analyzing the results of A/B testing, you’ll be creating marketing campaigns that will interest more audiences, so you’re sure to achieve your goals.
What industries use A/B testing?
You can conduct A/B tests regardless of the sector in which your company operates. Here are examples of industries where checking and comparing several versions of a campaign is most commonly used:
- E-commerce – you’ll see which color scheme is most appropriate for shoppers and whether more people click a button when it has personalized content.
- Finance – you’ll see which content layout is more tailored to your audience and better conveys the principles of your latest financial services.
- Education – you’ll see which elements are most likely to encourage candidates to read your education offerings and eliminate unnecessary content.
- Travel – you’ll learn users’ preferences for the visual and graphical representation of your travel packages or airline tickets.
- Media & Entertainment – you will send messages that have a clearer layout and their title will attract more new customers.
Summary
A/B testing allows you to see which version of your campaign will generate more interest among your audience. Reports from A/B tests easily illustrate the results of the conducted actions and are helpful in choosing the most effective option. In iPresso you can create A/B tests of several versions and change and run them as many times as you need.
Want to use campaigns with A/B testing in your business? Click here and get access to a free 30-day trial of our platform.
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