Ever get stuck on two ideas for a campaign and wonder which one will resonate best with your audience? You don’t need to reinvent the wheel – by using an A/B test to compare two versions of your campaign with minor elemental changes, you can get statistically-driven results that will help you make decisions to improve your marketing goals.
It’s as easy as A/B
I wanted to share some Instagram business tips with my audience and decided to create an A/B test to see which video would ultimately be preferred by my audience based on data. The videos, consisting of the same content with one video containing captions and the other one not including on-screen words, were both run as In-stream ads on YouTube to capture audience interaction data.
Google Analytics helped give me the information needed to conduct a chi-square test and determine which ad to ultimately run.
Of course, this is just one way to conduct an A/B test. There are several ways to compile and analyze data to gain an understanding of how these small variations in your campaign, webpage, or product can impact your audience’s perception.
Guesswork won’t work!
Most importantly, A/B testing removes the guesswork, according to VWO, one of the leading A/B testing tools in the industry, and leaves no room for bias and human error from a bad instinct or hunch. If you’re looking to ultimately improve on metrics like click-through rates or impressions and really get the word out about your brand, product, or campaign, an A/B test is the way to go and will yield results based on pure data instead of keep you guessing.
If you found this post useful and are looking for more ways to implement research in your marketing strategy, don’t forget to catch up on last week’s topic, discussing The Qualities of a Good Questionnaire !