The term “A/B Test” refers to the tool for testing two different versions of a message, image, web page, text, or any other graphic and content element in order to identify the best performing version.
In marketing, A/B Testing is widely used, it is in fact a practice that affects various activities that can range from the creation of ADS campaigns to the implementation of email marketing campaigns, to all activities that also involve the content marketing part.
In order for an A/B Test to be carried out correctly, it is important that it is done following a precise procedure.
Let’s analyse the main steps:
- definition of the objective to be measured;
- choice of target audience;
- way of administering the experiment (usually dividing the target audience into two homogeneous sets);
- choice of test item;
- duration of the test.
A/B Testing is widely used and, as anticipated, can be applied to evaluate various elements such as:
- textual content (headlines, CTAs, copy ADS ads…)
- graphic elements (fonts, colors, buttons, images..)
- prices (offers and discounts, formulas to save money)
- usability (site structure, suggested articles, layout, landing page..)
Performing an A/B test is essential because it allows you to collect data and qualitative information that is important for marketing purposes and beyond.
Given its many fields of application, it does in fact allow different types of performance to be analysed and the best solution to be found, allowing the efficiency of each activity to be maximised.
Its speed of implementation makes A/B testing a powerful tool that can be easily implemented as often as needed, including using a number of tools.
Among these, we cannot fail to mention marketing automation platforms, such as Blendee, which, because of their features related to the personalisation of the user experience, the use of artificial intelligence and machine learning algorithms and the use of effective audience profiling and segmentation systems, represent effective and comprehensive solutions.
