What is an A/B test?
Before we start, let us take a moment to explain what an A/B test is. In sum, it is a technique that allows one to compare different options or versions simultaneously to determine which has the best results. For example, if you have five options and 100 people to target, an A/B test will ensure that 20% of clients see a version. You will then be able to monitor the results and statistics. A/B tests are used in several online domains, such as websites, ad campaigns, design, etc. Many online tools also offer this feature.
Where can we use A/B testing?
In concrete terms, where can we use A/B tests? How can they help us increase our sales or website conversions? Although they can be used in many places, we have defined three main ones: landing pages, newsletters, and ad campaigns.
Landing pages
First, let us examine landing pages. These web pages are often the first place people see after clicking on a link or advertisement. Landing pages are used to increase conversions; they are selling pages. We aim to encourage potential customers to subscribe, proceed with a purchase, or fill in a form.
Using an A/B on different landing pages could be relevant to verify which option is best. You could try using various structures, visuals, and texts to see what people like most. For example, you could analyze whether your potential customers prefer to fill in a complete form or only give their email address.
Newsletters
Another place where A/B testing could be helpful is in newsletters. With just a few clicks, you can create different versions of your email regarding titles, visuals, buttons, texts, etc. You can also check the best time to send your email campaigns. Do people open your newsletters more in the mornings or the afternoons?
Whatever tool you want to use to create newsletters, there is a strong chance that you will have the option to do A/B tests. Do not hesitate to try this feature!
Discover our tips to create an effective newsletter.
Ad campaigns
Finally, the third ideal place for A/B testing is online ad campaigns. Whether you decide to use Google Ads or ads on social media like Facebook, you will have the opportunity to test many versions, whether regarding texts or visuals. Therefore, when you launch a new campaign, consider trying various wording or images to see what works best.
What is great about these promotional tools is that they offer many statistics to help you evaluate your campaigns. For example, you can look at the CPC, the number of impressions, or sales related to your latest ads.
A few tips to help you have relevant A/B testing campaigns
Now that you know more about where you can use A/B tests, let us give you a few tips on using this technique and ensuring that you have optimized results.
Define a primary objective
Whatever the type of campaign you want to do, it is essential to take the time to define a primary objective. In other words, what do you want to verify with your A/B test? There are great chances that your goal is to see which option leads to more conversions, but you can also check the subscription rate, sales, website visits, etc.
Have enough audience
Next, we strongly recommend using a broad audience to ensure that your A/B test has some worth. In sum, you will not get a clear picture of the situation by doing a test with ten people. Moreover, testing only a few different versions simultaneously could be relevant to avoid weakening the results.
Think about an end date
Do you know the SMART method? It is a technique for helping people reach their goals. One element to consider is defining an end date. This aspect is also relevant if you want to try A/B tests. After a few days or weeks, monitor the results and make adjustments if necessary.
Repeat as many times as needed
At the end of an A/B test, nothing prevents you from starting a new experiment with other versions. Another great thing about A/B testing is that there is always something to improve. Feel free to test assumptions until you get a perfect version that meets your needs and catches your clients' attention.
In conclusion, A/B tests remain a valuable way to challenge some ideas and structures and always ensure the best possible results. Whether it is for your newsletter or a Facebook ad campaign, do not hesitate to try various titles or visuals to see what works best with your target audience.
Regarding newsletters, here is one last tip: pay special attention to the title. Remember to encourage people to discover your content. This element will often convince your client to open your newsletter, increasing the opening rate.