In today’s digitally driven world, trusting data is imperative to ensure you’re making the right decisions for your business. With A/B testing, marketers are able to conduct a controlled experiment comparing two versions of an ad with slight differences to see which one will perform better with their audience.
A/B testing considers the smallest details that make the biggest difference. By changing elements like color, copy, music, button sizes, and CTA placements, you’re able to answer the question “What is most likely to make people click? Or buy our product? Or register to our site?”. This provides a greater understanding of your customer behavior which in turn, will improve user engagement and increase conversion rates.
A/B Testing Figure Example
Source: A Samart Guide to A/B Testing | Orderhive (cin7.com)
According to this figure, A/B testing shows that the red color is more effective for conversion rates – encouraging the company to use that color to increase potential sales.
A/B Testing in Healthcare Marketing
In my industry, healthcare, this AB testing method has shown us that during specific Awareness months, such as Breast Cancer Awareness Month, consumers will interact and view material more when it incorporates the color for that awareness month. For example, a pink billboard encouraging women to get their mammogram will receive higher conversion rates than the same billboard with every element the same but in the color green. Although it costs more time, money, and effort to change collateral pieces to pink (a color that is not likely within your brand color scheme) the ROI is greater knowing that it will receive significantly more attention. Thanks to A/B testing, marketers augment campaigns to resonate more with the target audience and position themselves for a successful marketing plan.