AB testing is an effective way to test your marketing effectiveness, but it can always be better.
For more than a decade, AB testing has been the go-to method for evaluating your marketing and advertising performance, whether you’re evaluating the call-to-action on a landing page or you’re trying out different variations of a PPC ad.
On the surface, AB testing is simple: you take two versions of the same ad or page, compare them with similar volumes and types of traffic, and use the differences to guide which changes you apply permanently. But if you want to get the most out of your AB test, you’ll need to follow these important rules:
- Run your test for a week (minimum). You won’t get much information by running a test for an hour, or even for a day. If you want to know for sure your results are worth measuring, keep that test running for at least a week.
- Isolate your variables. If you change four different things on your landing page, and see a significant difference, how can you know for sure which of those variables was responsible for the increase? It’s best to isolate your variables, changing one thing at a time, so you can learn the “why” behind the change in addition to seeing the change overall.
- Make big changes. Changing one thing at a time doesn’t mean applying small changes. Go big or go home; this is your chance to take risks, so you might as well take them.
- Challenge your assumptions. Don’t follow your assumptions too closely. A potential change or addition you wrote off a long time ago could have the potential to dramatically improve your results.
- Never stop testing. Finding one improvement in the context of an AB test can be valuable, but there will always be more to discover. Never stop testing new ideas, and you’ll never stop growing and improving.
If you’re interested in improving your own marketing and advertising performance, we have the experts who can help. Contact Quez Media for more information today!
