5 Reasons Marketers Should Start Using an A/B Testing Tool

by Andrew Sheridan April 27, 2016
April 27, 2016

As marketers we are constantly testing and improving our campaigns to optimize conversions and revenue. This is often accomplished through A/B testing. A/B tests allow marketers to optimize campaigns by pitting two variations of an ad, email, landing page, or other marketing content, against each other and measure the results. Many marketers run A/B tests using their own development resources and existing marketing technology stack. But many of these tools don’t offer the power and functionality of tools such as Optimizely and Unbounce that are designed specifically for A/B testing. Here are 5 reasons to start using an A/B testing tool to optimize your marketing campaigns.


1. Run Tests Without Relying on Developers


Relying on developers to put together an A/B test for you takes a lot of time. A/B testing tools allow marketers to quickly put web page tests together and get them live on your site or create ad campaign tests and have them running in no time. Drag and drop interfaces and simple editing tools make it easy for marketers to customize their test variations. This puts the testing power fully in the hands of marketers.


2. Target Specific Audiences With Your A/B tests


Advanced targeting capabilities give you the power to run A/B tests on specific users to gain very detailed results. You can target users by ad campaign, location, device, cookies, and more. For example, you can run tests on your homepage for only direct visitors or test different calls to action for users in Chicago.


3. Test Device-Specific Experiences


A/B testing tools make it easy to optimize the user experience on every type of device. By only running an A/B test on smartphones, you can easily determine which landing page drove the highest number of mobile conversions. This allows you to optimize the landing page experience specifically for mobile users, instead of guessing which conversions occurred on desktop or mobile.


4. Implement Using a Tag Manager


Tag management tools have made it incredibly easy for marketers to implement new technology solutions on their website. This means you can add the scripts for your A/B testing tool to a tag manager instead of adding it to your website. This helps maintain web performance and stability. Tag management tools allow you to continually run new A/B tests on your website without having to add new code to your page each time.


5. Integrate Call Data Into Your Results


A/B testing is an extremely popular method for optimizing conversion rates, but when you don’t have the ability to track every conversion, the insights become less powerful. With call attribution software marketers can track conversions that occur offline with the same level of detail as online conversions. And by integrating call tracking data with your A/B testing tool, you gain the ability to determine which variation truly drove the most conversions as well as optimize for call conversions. Here’s an example of an A/B test designed to increase call conversions:


Phone Conversion AB Test


Marketers need to be running A/B tests to optimize their campaigns and drive more conversions. By using an A/B testing tool, you gain the ability to rapidly implement powerful A/B tests and deliver results that clearly define a winner. Without an A/B testing tool and integrating call tracking data, you are missing out on valuable conversions that would likely change the outcome of your tests. 


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