Word of the week: A/B testing
A/B testing is the process of comparing two different versions of one variable to gauge performance. A/B testing can be done in email marketing, web development and other forms of communication to determine which methods work best based on the behavior and preference of the user. The visitor’s reaction is tested by the duration of their stay on the page, reading clicks, etc. For example, in a website you can have one version with different design or copy than the other, and then measure which version drives the most traffic to the site. For an email marketing campaign, you can simply test different subject lines in an email and leave all other variables as is. A/B tests can also be created with landing pages, via Google Analytics or multivariate testing in marketing automation systems like Pardot. Landing pages can be tested by placing a form on two different areas of the page, including a video or not, etc. A/B testing is used by companies as a method of continual improvement to determine which version of an email marketing campaign or website page best appeals to the target audience for optimal performance.