More 2 Marketing

Susan
More to marketing. Welcome to more to marketing, a podcast on marketing, product and everything in between. I’m your host, Susan, and I say we’re going to be talking about the importance of AB testing to optimise results. AB testing, also known as split testing, is a critical method for optimising results in various fields, from marketing to web development. It involves comparing 2 versions A&B of a website, email, campaign, or other content to determine which one performs better. It is also important to have a benchmark before doing an AB test, so you can even compare your original to when you made these changes for the A&B. Now, there are some important, vital steps along the way to do an AV test. Data driven decision making. AB testing allows you to make decisions based on real data rather than assumptions and hypothesis. This helps to optimise strategies and content for better results. Continuous improvement. It forces a culture of continuous improvement by testing and refining to make incremental enhancements overtime. Maximising conversions. AB testing is commonly used in marketing to improve conversion rates, for example. Testing different call to action CTA buttons. Can help determine which one results in more sign. Ups or purchases? Content optimization. It helps fine tune content elements like headlines, images and copy for instant testing and of different types of headings. This can reveal which one attracts more clicks than the other, and which one might more resonate with the consumers you’re trying to target. User experience enhancements, AB testing on websites for website development and design can lead to a better user experience by testing different layout variations, you can help identify what’s gonna be more user friendly in the design for your customers. Reducing risk and minimising the risk of making a major change without knowing how they impact your audience. You can do a test approach. By testing changes 1st and on websites, in some instances you can just talk to a portion of your visitors. You can mitigate potential negative impacts. Cost efficient. Some AB testings can help allocate resources more effectively, for example, testing different ad creatives can assure ad spenders directed towards the most effective versions. Now there are all different ways to do AB testing, but here are some key ones that are used in the market. Quote Today Email marketing is one of the biggest a company wants to boost its email open rate. It creates two different email subject lines, 1 short one a little bit longer. And during his AB testing, they found out that the shortest subject line might have a 15% higher open rate. And E commerce. And online store is looking to increase its sales. They test two different page layouts. The version with the larger product images and prominent. Add to cart buttons increase in conversion. Content marketing A blog wants to improve. Click through rates. On its articles they tried 2 two different articles for the same content. AV Testing reveals that one generated a higher click through than the other. Advertising an advertising campaign includes multiple ad creatives. By running AB testing, the company identifies that one particular ad has a 25% lower cost per acquisition. Web design. And E learning platform test 2 variations of its home page layout. The one with the simplified navigation menu leads to a 10% increase in user engagement. As you can see, AB testing can be used in multiple different ways for product and marketing, AB testing and powers businesses to optimise their efforts to deliver better results and refined strategies, ultimately leading to improving of performances and customer satisfaction as a valuable tool for evidence based decision making. In many fields. So why don’t you do some ad testing today? Thank you for listening to this podcast. Don’t forget to follow to listen to more podcasts. More to marketing.