A/B Tests

If you want to improve your conversion rates, the best way to do that is through A/B testing.

They consist of one-time changes that are made to emails, landing pages and ads, allowing variables to be isolated and tested.

Imagine you want to know what the best call to action is in an email before you send it out to your entire contact base.

You can send an email to a sample of your database containing all the same information, with a single difference in the call to action used at the end.

With this variable alone, we can identify what works best and replicate it to the rest of your contacts.

Other elements that can be tested are:

• The design of page elements;
• The colors that are used;
• Page headers & email subjects;
• Copy of the page or email.
• Variations of pages, emails, subjects, headlines and miscellaneous elements.

Digital marketing is a great asset precisely because it allows quick tests and accurate measurement and that is exactly what A/B testing provides.

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