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A/B Testing can improve the ROI of your marketing campaigns

A/B Testing can improve the ROI of your marketing campaigns

by Manogna Nalli June 27, 2019

2018 saw ad campaigns taken to new heights. Starting with Domino’s Anyware, Pepsi’s halftime show at the Super Bowl, Apple announcing the iPhone XS to SpaceX taking a Tesla Roadster into space and Google making phone calls for you, these top marketing companies have implemented a dynamic digital marketing strategy that increased company ROI and also added value to their customers. These marketing campaigns have not only earned them headline after headline but also generated a large volume of conversation which was talked about the most.

According to an Adobe survey, “Marketing professionals feel more pressured to show a return on their investment in marketing spends.” Improving the ROI of marketing campaigns has always been a challenging task to marketers across the globe; no matter how hard they’ve worked on them. Creating blog content, PPC ads, emails, landing pages, and more with the best of intentions might still have not fetched the desirable results. Despite all the efforts, the ROI you wanted to see is just not there. The primary cause attributing to it is the cheap content.

You might have created a killer design for an email campaign but if your email does not consist of the content that is relevant to the user’s needs and preferences, then your email is as good as nothing. What really drives the conversions is the content you provide and the most scientific method possible for determining whether or not you’ve taken the best route for your marketing campaigns is testing. To boost ROI and get optimal conversions, you’ve got to test different variables (marketing campaigns, your website, and your content) and find out what your audience best responds to.

What is A/B testing?

A/B testing also called split testing or bucket testing is the process of comparing two versions of a web page or app to see which one performs better. In other words, it is the act of running a simultaneous experiment between two or more versions of a piece of content like a landing page, email, or ad and modifying one element in each version to see which one performs or converts the best.

How is A/B testing conducted?

A/B testing generally involves taking two separate samples of your audience (A and B) to whom you will display two separate versions of a web page or a landing page. However, the success of an A/B test is largely dependent on the size of the samples you choose to take. For example, if you choose to use five people for your sample and three prefer a particular webpage, it will not give you an accurate result of your audience’s preferences. You can’t make the assumption that their selection serves as a strong indication of your wider audiences’ preferences.

The bigger the sample size, the more effective the results, and the more confident you can be on the insights gained from your test. With bigger sample sizes comes greater certainty, accuracy, and stability. The A/B test results will get closer and closer to accurately representing audience preferences and you can rest assured that the changes you make to your webpages are the most positive ones possible. The experiment can be conducted with as many pages as desired and not just two pages as the name suggests.

Why do you need to do A/B testing?

The very first step in the staircase of marketing is creating a website or an email marketing campaign. Once you have it, you’ll want to know how effective that can prove to be, if it helps or hinders sales. This is where A/B testing comes into the picture. It lets you know what words, phrases, images, videos, testimonials, and other elements work best for you. Some of the simplest changes can impact your conversion rates and if such minor changes can get people to click, you’ll definitely want to know what other elements of your page might have an impact on conversions, traffic, and other metrics.

How does A/B testing impact SEO?

We all know that SEO is critical to the success of a content marketing campaign. But, you might not be aware of the fact that A/B testing can improve your SEO as well. Consider A/B testing for your page load times, you can determine whether changes made to your site have impacted how fast your page loads. A faster site can improve your conversions by 7 percent or more, so the effort is worth it to identify and make improvements over time. Site speed is one of Google’s top ranking factors and the search engine rewards websites with lower load times with higher page placement.

The more tests, the better!

Landing page optimization

First impressions are always the best impressions. This case is proven with your website which determines whether your users will stay on the page or leave it. In just 50 milliseconds, your visitors will form an opinion about your site and this is the prime reason why everyone wants their site to engage users as soon as they click it.

You need to optimize your landing page, layout, colors, content, fonts, buttons, and graphics to get the maximum number of user conversions. For that, you need separate, dedicated landing pages for visitors coming from different traffic sources. For example, users heading to your site from an organic search should be greeted with a different landing page than those who enter your site via email. This is why you need to A/B test different variations of landing pages for different traffic sources. Create each variation, and once you’re done with creation, preview each one and track conversion rates for each of them from your dashboard. Once the test is complete, go with the landing page that yields the most conversions for each traffic source.

Call to action buttons

Your call to action (CAT) buttons can have a significant impact on conversion rates. Sometimes, just changing one simple button like adding or changing the wording of your CTA can pay off and affect your conversions. If your CTA buttons aren’t click-worthy, then it clearly indicates that they aren’t performing to their full potential. Try A/B testing your CTA by playing with the wording of your CTA, its location on the page, the size/style/color of the button, and more to find out which version has the highest conversion rate. You can start with one variable and then test other changes over a period of time. When you finish testing, you’ll have a CTA that truly calls visitors to complete your desired action. You can also A/B test segmented experiences to give different groups of visitors the most optimized version of your site.

Everybody wants a bigger ROI when it comes to their marketing campaigns and A/B testing can actually help you achieve it by comparing different variations of your content, ads, PPC, pages, CTAs, and more to find out which variation performs best. Test different dedicated landing pages to find out which ones bring in the most conversions for audiences coming from specific traffic sources. Set up, run, and analyze your tests to improve the ROI of your marketing campaigns. In the end, even the smallest of changes can bring about the biggest results!

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