In every marketing campaign, a crucial moment is to get positive results. That’s why it’s important to find the best strategies to encourage users to engage with the brand. One great method is A/B testing.
What is A/B testing?
A/B testing is also known as split testing. This is a marketing strategy that puts two different variations of a website, advert, email, or campaign against each other. By doing this we can see how each variant performs and which generates the best outcomes. These changes are variables such as CTA, copy, image, etc.
In other words, when you run A/B tests you need to create two versions of the content version A and version B with changes to one to four variables. You need to control this variable in a way that could affect user experience. Then you can show these two versions to the users, analyze them, and see which one generates the best outcomes over a specific period of time. In order to understand what users prefer analysts use statistical analysis to determine which variation works better for their outcome goals.
Also for better user experience, you can use A/B tests to compare two variants of design. The variant that makes the most users take the desired action (for example click the CTA button) should be implemented.
We can use this method for text or phrasing on buttons, through different sizes, colors, or shapes of buttons, to button or CTA placement on the page.
Depending on what results we want to achieve there are two types of A/B testing:
Types of A/B testing
Multivariate testing (MVT)
As we mentioned above A/B testing helps for the improvement of the website. But there is a limitation. As the name says itself A/B testing is used for comparing only two to four variations on a single page. When we need to test multiple variables A/B tests would take longer to run and will not reveal any information. For this purpose, there is another mechanism for comparing different elements that is through multivariate testing.
Multivariate testing is a method that can compare a higher number of variables. That helps reveal more information about how these variables interact with one another. The purpose of multivariate tests is to measure the effectiveness of each combination.
Multi-page testing
Multi-page testing, also known as a funnel is very similar to A/B testing. Except that when we make changes, they are implemented consistently over several pages. Funnel testing represents comparing multiple related pages against each other by creating variations of all the original pages in your sales funnel.
The sales funnel represents the sales process of the customer. This funnel illustrates the idea that every sale begins with a large number of potential customers and ends with fewer people why make a purchase.
