This template is perfect for organising your A/B marketing experiments.
This template is perfect for organising your A/B marketing experiments. A/B testing can be valuable because different audiences behave, well, differently. Something that works for one company may not necessarily work for another. In fact, conversion rate optimization (CRO) experts hate the term “best practices” because it may not actually be the best practice for you. But A/B tests can also be complex. If you’re not careful, you could make incorrect assumptions about what people like and what makes them click — decisions that could easily misinform other parts of your strategy.
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Businesses need to be able to adapt as quickly as possible to market trends, customer behaviours and competitor activities. As a result, many businesses have changed their marketing budgets from traditional mass marketing strategies towards digital marketing.
However, even though digital gives much more detailed information about the customers that they are targeting compared to TV or radio advertising it is challenging to see if their offline campaigns are effective. There needs to be a way to measure the effectiveness of digital campaigns on offline sales or leads, but this is often an overlooked area.
One solution is A/B split testing. This allows companies to experiment with what works best by running two different versions of an ad campaign simultaneously and seeing which one works better. For example, one company might find that certain online adverts convert more people into leads than the other so they would focus their campaign around this advert in future.
This can be an effective way of measuring which adverts are most successful and what customers respond to in order to help improve marketing campaigns and build a greater customer base.
Although it seems like an easy process, there are challenges with split testing especially when it comes to offline campaigns. A successful online split test results in a large amount of data and this is not necessarily the case for offline campaigns. This makes it difficult for marketers to assess which ads or content works best and therefore determine how effective their adverts are.
However, offline campaigns can also be split tested with the help of a live phone line. By creating two adverts and splitting customers into different groups, marketers can see if there is a significant difference in response rates between the two ads. This helps to get a more accurate result though it might not generate as much data as if they were testing online.
There are also other ways to get around this issue. Marketers can run the two adverts in different geographical locations, time frames or target different age groups, for example. Each of these will give a slightly different result so it is important to test various options before deciding which advert works best for your business.
With the rise of digital marketing, it can be difficult to measure the success of offline campaigns. A/B split testing allows businesses to see which adverts work best with their customers and helps them focus on what will give them greater returns in future. It is important that marketers use a variety of different tests to get the best outcome from their campaign as there is no one size fits all solution.
By split testing their campaigns, businesses can make the most of digital and offline marketing and improve customer engagement results without wasting any money on adverts that do not work.