5 Keys to A/B Testing

Through A/B testing you will be able to tweak and test different variations of websites, landing pages, and other online marketing materials. By A/B testing you are allowing the consumer and the data to prove which idea is the best rather than just speculation. I have 5 quick tips from the years I have spent doing A/B testing.

1. Analytics - it is key to have a good analytics system in place prior to testing. There are some great programs for A/B testing like Sitespect, Omniture, and Google. My company, Neutron Interactive, uses a proprietary in-house system for testing. Whichever analytics system you choose, make sure it is robust enough to allow for scalable changes and splits for testing. You will also want to determine which stats are most important to you during each test (ROI, Click-Through, Bounce Rate, etc...)

2. Target Market Understanding - whether you use panel, syndicated, or other data, it is important to know your audience for what you are testing. A company I do consulting for has a very distinct target audience, but within that audience there are many different personality types (analytical, personal, direct, etc. ). Because of these, I created various landing pages to speak to each audience separately and then to each audience as a whole. The results of the A/B testing variants showed that the analytical page produced the best results. This A/B test not only showed me which page to run, but it also gave me an even better understanding of my audience for that specific promotion.

3. Design - Once you have your analytics setup and you have a basic understanding of your audience, you will want to work on various designs for what you believe will be successful. Try different graphics, text, buttons, colors. The key is to Always be Testing.

4. Analyze Results - Once a large enough sample has been gathered, you will want to determine which test produced the winner result. This may change depending upon which stats you weigh the most. Once you find which test is the best, that page or design will become the new base or control for the next test.

5. Continue Testing - the goal of A/B testing is to continually increase the effectiveness of your marketing, and with each test you want to exceed the control page. Some tests won't be as effective as others. With continual testing you will learn more about your audience, keep a fresh eye on the evolving marketplace, and increase overall brand awareness and reach.

Always Be Testing and Know Your Analytics. These 2 things will ensure continued success in marketing practices.