The Power of A/B Testing

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Testing, testing, 1,2,3. The concept of A/B testing isn’t much more complicated than that! Using A/B testing is the practice of randomly splitting your registrants or users into groups, and offering each group a different version of content. For example, if you are trying to test the effectiveness of a subject line, newsletter, different version of a website or an ad, you would present each group with a different experience. After the test, you’ll be able to measure which option is driving the most desirable behaviour. Sounds great, doesn’t it? We agree – and that’s why we do it!

At BAM, we strive to give each of our clients the best the digital world has to offer – and this includes A/B testing. We feel the key to success here is having a rigorously controlled process that generates reliable and accurate results. For instance, we know the importance of controlling our variables. We know that offering a user one option this week and a different option next week is not going to provide accurate results. User behaviour changes week over week – and we pay attention to these kinds of details!

Our A/B testing practices ensure speed, accuracy and effectiveness. We use A/B testing in our email marketing to determine the preference of a small percentage of our list before blasting the winning content to the remainder of the list.

Currently, team BAM is experimenting with different colour schemes, different calls to action, different landing pages and different page structures. “The ultimate goal is to see which combinations of these elements on a page drives the most conversions”, says our Digital Advertising Manager. We are always looking for “the next big thing” for our clients. Stay tuned next week as we discuss how Marketing automation is the new digital frontier – and how we’re rocking it at BAM.

 

 

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