Three A/B Tests You Should Run

Posted on Thursday, January 16th, 2014 at 3:03 pm by shauli

If you aren’t actively running A/B Split testing in your online marketing campaign, you have to start now. There are many different things that can be learned, and if done correctly, it will improve your conversion rates. There are hundreds of minor changes that can be changed or rotated in A/B testing, but here are our top 3 aspects that you should be testing.

Calls-to-Action

One of the most important aspects of any advertisement is the call to action. It can be the often be the difference between someone clicking on the ad or not. This is why it’s good to play around with a few different options to see which one will drive the most traffic. Are you consumers more apt to click on a sales driven hard sell, such as “Buy it Now” or a relationship building soft sell such as coupon codes?

The use of the A/B Test here is to use polar opposite techniques and see which one is bringing in the traffic. For this to be a true test of the Call to action copy, you will have to leave the rest of the ad identical to each other. Only then will you be able to have a definite proof that it was the copy and not the different images. This brings us to the next test.

The Ad Itself

While the copy will be able to help dictate certain feelings that you want to convey, as they say, a picture is worth 1000 words. How are people reacting to your banner, are they more likely to click if the background is an eye catching bright red, or a duller off white? Does a female generate more clicks than a male? If your demographic is men, and you’re going with women, how important is how they are dressed. These are all aspects that can be whittled down by having them go up against each other in an A/B battle.

The Copy

Typically, banner ads are not very wordy, you’ll have a headline, call to action an maybe a closing sentence. Often times, the most minor changes in the copy can make a world of difference. Just because you think that one word will work better than another, doesn’t mean that your typical consumer feels the same way. Many words can be interchangeable such as “Cheap” vs. “inexpensive”, “today” vs. “now” or “Buy” vs. “Purchase.” This can be done with virtually every word in every sentence, so don’t afraid to pull out the old thesaurus and find out what works.

The great thing about A/B Testing is that you don’t have to wring your hands and wonder if you made the right decision once you go live with your campaign. It could take time, and you’ll probably have to run a variety of different tests before coming up with the  perfect ad that is optimized for you consumers, and will outperform you’re original idea.

 

 

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