Different graphics, text variations, call to actions, subject lines, button colours, testimonials and what you share in the first three seconds of a video are all variables you should test when you launch a campaign.
Split testing (aka, A/B testing) is a budget-friendly was to improve your conversion rates and marketing spend.
Split testing has many benefits, here are three of them:
- Becoming confident in your campaign by testing it first.
- Learning how your audience interacts with your content.Gaining insights and feedback that you can implement in future campaigns.
- Reducing risk by tweaking before making them permanent and up-scaling your investment.
Once you've picked your goal metric, think about how significant your results need to be to justify choosing one variation over another. Statistical significance is a super important part of A/B testing process that's often misunderstood. If you need a refresher on statistical significance from a marketing standpoint, I recommend reading this blog post. "An example where we could feel safer lowering our confidence threshold is an experiment that will likely improve conversion rate by 10% or more, such as a redesigned hero section,” he explained. "The takeaway here is that the more radical the change, the less scientific we need to be process-wise. The more specific the change (button color, micro copy, etc.), the more scientific we should be because the change is less likely to have a large and noticeable impact on conversion rate.