Businesses prosper because they have the planning and tracking systems to continually evaluate the success of their marketing programs. The create Performance Funnels and KPIs to set business goals and success criteria. They then employ tracking systems to measure their on-going acquisition and relationship developing marketing efforts. These performance-based metrics systems identify where the program is working and where there is friction between the consumer and the business. These friction points – where performance is below the KPI measures in the marketing plan, are places where the business needs to test and develop better web pages, sales materials, landing pages, messaging and content to better engage their high value markets and move them from prospect to consumer to repeat customer.
This web page provides free resources and videos designed to help you better integrate metrics into your business.
A/B Testing Strategies
A/B Testing is use to test campaign elements when your company doesn’t control the audience. For example, if I do an emailing to my customers, I control the audience so I don’t need to do A/B split testing. I use Head to Head testing because I can control who gets which email message. For websites, testing messaging, testing landing pages and other applications, we don’t control the audience. As a result, we need to use A/B Tests.
A/B Testing is simply a testing methodology. You can test as many items as you want. For example, you have a web page which isn’t engaging very many people. If it a source of friction because of its lack of performance. You call in 2 marketing specialists and they develop two alternative pages for you to evaluate. How do you determine if one is better than your web page, you do A/B split testing.
What you do is test each page, in your website, for a set period of time. Perhaps you measure your original page for 24 hours, then do alternative page 1 for 24 hours then the same for alternative page 2. You repeat this test day after day until you have exposed all 3 equally to your high value market. The length of the test is determined by the number of people visiting your site. I will give you information on how to determine sample size in another training session.
To develop an A/B test strategy, here is what you do:
- Determine what you want to test and, if needed, what the control [current] is.
- Develop a tracking system to measure each test element
- Test each alternative until you see which is the “winner”
- Use the winner
In my Northwestern digital marketing classes, we use A/B split tests to test 4 alternative messages for a blog the students write. To help them, I have developed a spreadsheet which you can download and a series of videos to show you free tracking systems and how to set up and evaluate an A/B testing system. This is what I use at Northwestern but you can use it for any A/B test you would like to perform.
Let me know if you have any questions or comments.