Today, numerous marketing experts are emphasizing the importance of conversion rate optimization (CRO), which is usually conducted through A/B testing. To help marketers maximize the reliability and results of their A/B testing efforts, MarketingProfs.com offered the following eight lessons about planning and performing a practical A/B testing program.
1. Secure Buy-Ins Prior to Testing – Successful A/B testing is driven by data and supported by a strong team. Develop a step-by-step strategy for assembling the plan and the players before any testing takes place.
2. Get Key People Involved – Have experts on the testing team since their knowledge can enhance and expedite the program. Then ask the rest of the company for their feedback on the results. Greater internal involvement will help garner greater organizational support for current and future testing.
3. Set Hypotheses and Success Metrics Before Testing – Avoid the tendency to be led by personal bias by precisely defining the hypothesis and success metrics prior to performing any test. To determine the most valuable metrics, align the success metrics with the business objectives.
4. Obtain Enough Conversions for Statistical Support – Be sure to conduct any A/B testing for at least two weeks and obtain 100 conversions for each method in the test.
5. Be Sure to Segment Traffic – Since segmenting has been shown to improve the conclusiveness of A/B tests, develop a variety of audience segments by visitor types, traffic sources, operating systems, browsers, and landing pages. Also, take advantage of this data by evaluating the success metrics for each of these segments.
6. Don’t Get Discouraged by Unsuccessful Tests – Not every test is going to deliver stellar results, but each can provide insight indicating which elements do not support a successful outcome and need to be adjusted.
7. Major Changes Make Major Effects – Even though big changes are usually associated with bigger risks, they can also bring about big differences. The changes may be positive or negative, but at least they show that the tested factor is significant.
8. Watch Out for Hidden Influences – There will almost always be hidden variables that can affect testing results. To reduce these detrimental factors, marketers can run their tests for a longer time period, as well as focus on testing each element individually and avoid conducting concurrent tests on the same target audience.
Armed with these savvy strategies, marketers can make the most of their A/B testing programs and increase the changes of achieving outstanding outcomes.
At MDG, our 360° marketing approach uses just the right mix of traditional and online media to reach your hospitality marketing goals. While some industries may fare better on TV and others online, we strive to create a balanced approach where digital and traditional marketing efforts support each other and your message is tailored to the medium.
Read more at MarketingProfs.com.
Written by Michael Del Gigante