The Benefits of an A/B Marketing Test

What is A/B Testing?

A/B testing, also known as split testing, is a marketing research methodology. It involves the comparison of two variants (A/B) of a web page in order to determine which variant performs better. Essentially, A/B testing is an experiment where both variants are presented to users at random and is followed by a statistical analysis that determines which variant has a higher conversion rate.

What are the Benefits of A/B Testing?

There are several benefits that can come from performing an A/B test. Here are some of the most valuable effects of performing this test:

Low Risk

There is very little risk involved with performing an A/B marketing test. With this test, you can make subtle and small changes in order to test which variants of your website need work. This reduces the risk of messing up current conversion rates as well as making major changes to your overall site all at once.

High ROI

Performing an A/B test can increase conversion rates without even bringing in a ton of new traffic. Since A/B testing is data driven, this information can provide you with facts on what elements are significantly increasing your conversions- without having to make expensive updates.

Lower Bounce Rate

As mentioned above, A/B testing is data driven. Meaning that the results from this test are factual. With A/B testing, you can test multiple variants on your website to determine which elements of your website will improve your user experience and keep your bounce rate low.

Why Should You A/B Test?

In addition to the several key benefits mentioned above, A/B testing provides you with statistical data that can help create major change for your website. It offers a systematic way of determining what is working for your site and what isn’t. There’s no harm in running an A/B test, as it will only provide you with more insight into what works best.

If your brand is interested in performing an A/B test, don’t hesitate to reach out to the digital strategists at Kraus Marketing. Contact us today to get started!