A/B Testing: Definition, Support and Advice

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As the famous French director Claude Zidi said, “Success is 50% talent, 50% luck, 50% hard work and… a good idea! ”

If we follow this logic, the success of a marketing campaign depends on THE good idea that you have brought out of your intellect.

Found it? Perfect! What's the next step? Starting the real work... Identifying your target audience, creating your emails and SMS marketing, building your customer journey, thinking about the communication channels suited to your prospects and customers, these are all steps that you will have to pass with flying colors after having made the decision to get started. Once all these steps are in place, the eternal question will remain whether your work is bearing fruit. How do you know?

By carrying out TESTS , again and again…

Welcome to the wonderful world of A /B Testing ! It’s time to let data work for you while allowing your creativity to flourish.

A/B Testing: definition, supports and advice

Table of Contents
What is A/B testing or split testing: definition?
What can be tested using A/B testing?
1. Google Adwords ads
2. Landing pages
3. Social media campaigns
4. Campaigns on Taboola or Outbrain
5. Marketing Emails
How to create an effective A/B testing campaign?
1. Test as many different variables as possible
2. Set up your split testing campaign correctly
3. Constantly carry out new split tests
4. Use A/B testing in your Marketing Automation
5. Carry out a market study based on your competitors
What is A/B testing or split testing: definition?
An A/B testing campaign consists of comparing two versions of a digital content in order to determine which of the two performs better for a given objective. You will quickly realize that it is the smallest but most substantial differences that will allow you to learn more about your prospects and customers and improve their user experience.

The two versions can be distinguished by their design, their technical aspect or even their content. Regardless of the criterion you have chosen, we recommend that you perform multivariate tests on variables with high added value.

Let's take the example of a newsletter that you plan to send to your customer file. Test the same newsletter, personalizing its subject by inserting your customer's first name in the first case and without personalization in the second. Let's say that most of your recipients have opened the newsletter, even though their first name does not appear in the subject of the email... What should you deduce from this? Will you decide to no longer personalize the subject of your emails? How much split testing will you have to do before obtaining reliable results? The answer to this question depends on many factors but also and above all on the brand image that you want to convey.

a/b testing

What can be tested using A/B testing?
1. Google Adwords ads
Perform A/B testing by changing the title, description, or even the URL of the ad.



2. Landing pages
Good news! Your prospect has seen your ad and decided to click on it, and now they are redirected to your landing page that invites them to sign up for your newsletter, buy your product, or do some other action that will convert them canada telegram phone number list from prospect to customer. To make sure your conversion rates are optimized as best as possible, you can perform an AB design test by testing 2 landing pages and modifying a content element, design element, or even inserting (or not) a registration form or a call-to-action button and determine which of the two versions performs best.



3. Social media campaigns
In 2021, you can run sponsored campaigns on most social networks. Whether you're more into Instagram, Facebook or LinkedIn , you can test the same campaign with two different target audiences, a different budget, a different visual or other distinct parameters...



4. Campaigns on Taboola or Outbrain
A/B testing your campaigns across different advertising platforms is also a great way to increase your click-through rate (or CTR) and reduce your cost per click (or CPC). The idea is to test only one variable at a time, just like in multivariate testing, and to experiment with the campaign for at least 7 days in order to obtain convincing results that you can learn from for your future campaigns.



5. Marketing Emails
In this article, we'll cover the dramatic improvements that can come from A/B testing your email campaigns.

ab testing emailing

How to create an effective A/B testing campaign?
1. Test as many different variables as possible
This advice applies to all types of businesses, whether it's a B2C company that sells a specific product or service or a huge B2B company with multiple product and service lines.

Before you launch your next email marketing campaign, remember that there is no limit to the parameters you can test in a multivariate testing campaign. Comparing different versions by changing a different parameter each time will give you a significant amount of information about your audience, their habits and preferences. Here are a few examples:

Your email signature – Do your recipients prefer to receive newsletters signed by your company or by you?
The subject of your emails – How long should the subject of your email be in order to convince your recipients to open your newsletters? Short or long? Do they prefer it when they are addressed by their first name as soon as the email appears in their inbox or when the subject of the emails does not present any mark of personalization? In the same spirit, how do your recipients react to the insertion of emoji in the subject of your emails? Does it attract them or on the contrary, should you avoid using them at this stage?
The design of your newsletter – The graphic aspect allows you to test many parameters such as the location of the buttons, the length of the text, its layout, the colors used, the location of the logo or even the structure of the newsletter, etc.