Tony Adragna
The days of “trusting your gut” and rolling with it when it comes to marketing efforts are now gone. If your tech company isn’t seeing the results it wants in terms of marketing, solid A/B testing should be looked into. With A/B testing, you’re able to test various elements of your marketing campaigns and see which variations perform better. This blog post will highlight which marketing elements your tech company should be running A/B tests for.
Marketing A/B Tests
- Email Subject Lines – Your email subject line is the deciding factor on if your email gets opened or not. When A/B testing a subject line, you can have one variation tease what’s inside, while the other variation completely spells out exactly what the reader will get inside the email.
- Email Layout – Layout can be a big turn-off for email subscribers. For example, your subscribers may prefer a one-column layout compared to a two-column layout, or they may prefer a certain color within your layout over the other. By testing the layout variations, you’re able to cater to your audience’s preferences.
- Landing Page Headlines – Landng page headlines are very similar email subject lines, as it is an element that should be frequently tested. Subtle varations in your headline can mean big differences in your click-through rate.
- Calls-To-Action – CTAs can have many variations, whether that be color, wording, shape, size, and position on a landing page or email. Just like headlines, subtle changes to your CTAs can mean a large increase in conversion rates.
- Images – Testing items like how many images are used, what kind of images are used, and where they are placed are great examples of A/B testing with images.
Why A/B Testing
When you look at the performance of your emails and landing pages, something you’re probably usually drawn to are click-through and conversion rates. You’re not necessarily always saying, “I wish we could get more people to visit our website.” Rather, it’s usually more-so “I wish we could get these people visiting our website to convert at a higher rate.” With A/B testing, you’re able to make variations to your copy, layouts, etc. and see which variations perform better for your audience.
Something to be conscious of is that you should not A/B test everything at the same time. For instance, if you test your headline, image placement, and CTA color all at the same time, and you see good results, you’re not able to differentiate which element caused the spike in positive results. It’s better to test one element at a time on a page or email, and then adjust after you’ve given the test sufficient time to yield results.
At the end of the day, your tech company should be A/B testing so that you can adjust to your audience’s preferences, because in turn, that yields better results for your company.
Which A/B tests have you seen positive results from?
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