A/B Testing

What is A/B testing?

A/B testing, also known as split testing, is an experimentation process in which you divide your target audience into two groups to see which performs better in terms of responding to a marketing campaign, visiting a website, etc. 

A/B testing takes the guesswork out of marketing activities. Instead of basing their decisions on feeling, marketers can run A/B tests and use data to make informed decisions. 

A/B testing is an effective approach for marketing teams because:

  • It helps them move from generic customer observations to solid data that is specific to their own customers. 

  • They don’t need a big budget to run A/B tests.

  • They can identify where their campaigns excel and where they fail before running them.

  • They can identify customer pain points and solve them before the actual campaign is launched. 

  • They can increase their marketing return on investment (ROI).

How to do A/B testing

Let’s say you want to run an A/B test for the emails you send to your customers. To conduct the test successfully, take the following steps:

  • Select one variable to test: For example, you can test whether having an image above the Call to Action (CTA) bottom makes any changes to the number of clicks on that bottom. 

  • Divide your audience into two groups: Split your audience into a “control” and a “test” group with exactly an equal number of participants. If the entire target audience consists of 800 email recipients, there must be 400 people in each group. Since your variable is the image above the CTA bottom, all other email components must be the same for the two groups.

  • Use an A/B testing tool: By using the right tool (see the section below) you can increase the conversion rate and create a better customer experience. The tool that you select for your A/B testing should match your specific goal in running the test.

  • Measure the significance of the results: The tool that you use to run your A/B test should have a calculator feature measuring the significance of the difference between the control and test groups. The calculator must give you enough justification for implementing the change that you have in mind.

If you want to A/B test a specific webpage or a certain feature on your website, you can show visitors two different versions of the same element.

What are A/B testing tools?

There are many A/B testing tools that you can use to level up your tech stack. Google Optimize is a platform that allows you to run tests on your website’s content to learn what works best for your audience. These tests include A/B, multivariate, and redirect tests. Other useful tools include:

  • Optimizely: It’s a comprehensive tool that allows you to make data-driven decisions.

  • Amplitude Experiment: It enables businesses to integrate analytics and customer behavior into A/B testing to drive better business results.

A/B testing for your promotions

The most popular form of promotional campaign testing is A/B testing. It’s used in many different applications across many different industries. A/B testing provides real data about how customers react to different campaign variations.

The strategy behind A/B testing of your promotions is simple. Users are shown two different variations of the same page or promotion when they visit your website. Each page variation features a different version of one variable, e.g. a call to action button. During the test you track data, i.e. clicks, conversions, or dwell time, for each page variation. This allows you to gauge which variation is better suited to your specific campaign objectives.


To learn more about how to A/B test and optimize your promotional campaigns, check out our ebook, “How to Test and Optimize Your Promotions.”

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