Many online advertisers contemplate their campaign strategy and wonder if they could be performing better. Even when running a very successful campaign, many question how they can squeeze out a few more conversions. What prevents most marketers from exploring additional modifications is the fear of making a change that negatively affects the campaign. The solution to this problem is A/B Testing.
What is A/B Testing?
A/B Testing is the process of running two near identical campaigns with a variant to one of the campaigns for the purpose of measuring the users response to the variant. The variant can be something as simple as a minor text or graphic change, to something more complex such as a different landing page or bid strategy. It is important to make sure you split the campaign budget equally across the two variants to ensure accuracy and consistent data.
How long should I run the A/B Test?
Determining the duration of the test can vary based on the campaign. Running the test for a short duration can result in incomplete data leading the marketer to make a poor decision. Conversely, running the test for too long of a duration may result in missed opportunities to capitalize on the more successful campaign variant. It is important to let the data tell you how long to run the test. Typically you will want to collect data for a minimum of 2-4 weeks to determine which variant is giving the best results.
I have used the data to determine what variant was more successful, now what do I do?
Once the data has given you a clear outcome of the A/B Test, you can now declare the better performer of the test and shift your budget accordingly. You may decide that there is no clear winner of the test, in which case you may decide to test a completely different variant. As marketers, we need to continually test differences to maximize performance and discover new trends to stay successful in the ever-changing digital world.
Conclusion
A/B Testing is a great way to continually improve your marketing efforts and ensure you are getting the most out of your campaigns. If you have any questions or if you would like us to create a customized marketing plan for your business, please contact the Blue42 experts at support@goblue42.com and we would be more than happy to help!
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