A/B testing allows you to compare different versions of the same content to accurately determine what works and what doesn’t—usually when it comes to marketing copy and advertising materials. If you have a page that is not achieving good results, you’ll want to change it. You may not always know what the problem is and it could take some experimentation with A/B testing to figure out the issue.
Why Use A/B Testing?
A/B testing will run two versions of a similar piece of content concurrently, directing 50% of the traffic to one version and 50% to another. You are then able to view the analytics of the two pieces of content and can observe the user interaction. By observing click maps, time spent on a particular page, conversion rates, and other data, you’ll be able to determine which version of the content performs better. This process can be repeated several times, using different versions until you achieve the desired results.
You can use A/B testing on virtually anything: Landing pages, email campaign subject lines, slogans, headings, product pages, etc. If there’s a way for you to run two versions of your content concurrently (or sometimes, of you can’t run it concurrently you could run the different pieces of content consecutively, understanding that there could be a margin of inconsistencies in the results) then you can A/B test it!