The Dos and Don'ts of A/B Testing for Improved Marketing Results
A/B testing is a powerful tool for marketers. By comparing two versions of a marketing element, you can identify which performs better and use that knowledge to optimize your tactics. However, A/B testing is not as simple as randomly splitting your audience in half and seeing which side performs better. There are some dos and don'ts you need to keep in mind when conducting A/B tests to ensure that you get accurate and actionable results. Here are some of the most important ones:
Dos of A/B Testing:
Clearly Define Your Goals
Before you start your A/B test, it's essential to define the goals you want to achieve. If you don't know what you want to improve or what metrics you want to measure, you'll end up with inconclusive results. Make sure you know what you want to achieve and what indicators to track. This way, you can quickly determine which version of your marketing element is the better performer.
Test One Variable at a Time
It's crucial to test just one variable at a time in your A/B test. Otherwise, you won't know which variable caused the change in performance. For instance, if you change the copy and the color of your Call-To-Action button, and you see a significant increase in your conversion rate, you won't be able to know which variation was responsible for the lift. Test one variable at a time to get precise and actionable results.
Gather Enough Data
To obtain meaningful results, you need to gather enough data. Otherwise, you may make decisions based on random fluctuations instead of statistically significant evidence. It's recommendable to let your A/B test run for at least one week or until you have reached a sufficient sample size. This way, you can ensure that you have enough data to draw conclusions from.
Don'ts of A/B Testing:
Test Too Many Variables at Once
As mentioned before, you should test one variable at a time on your A/B test. Testing too many different elements all at once will result in inconclusive data. You won't know which variable caused the lift or decrease in performance. Also, if you're testing too many things at once, you won't know if those changes affect each other.
Give Up Too Soon
Getting conclusive results from A/B testing is a process that takes time. You can't expect to get leads or sales results immediately. Impatience is one of the most significant enemies of A/B testing. If you give up too soon on your test, you may miss out on valuable insights. Allow yourself sufficient time to gather data and analyze the results.
Neglect Proper Reporting
A/B testing must be accompanied by proper reporting. It's not enough to run the test, gather data, and analyze it in a vacuum. You need to report your results to your team, superiors, or clients to share your conclusions and recommendations. You must communicate clearly and honestly about the test's parameters, results, and statistical significance.
Conclusion
A/B testing is an essential tool for any marketer wishing to optimize their marketing tactics. However, if you don't follow the dos and don'ts listed above, you may end up wasting time and resources, and worse, you may make decisions based on flawed data. Follow these best practices to conduct accurate and actionable A/B testing to achieve tangible improvements in your marketing results.
