Learn How to Run an A B Test


“Never stop testing, and your advertising will never stop improving,” quoted David Ogilvy, a renowned business person, when asked by a curious online marketer during a chat session about the failsafe online strategy. Conversions, without a doubt, are the core aspect of a business’s online prospects without which the business can’t thrive. Changes, on the other hand, grasp attention. Changes and conversion works hand-in-hand, like in a way of the feedback system. Trying to woo your customers with the same strategies, repeatedly, is more like serving them in the same plate again and again and expecting different results. No matter how tasty the dish, sooner or later the attraction will fade. Thus the change is conspicuous to the success of an online strategy. If your e-mails are not replied or opened, or if you are not getting the expected responses on your blogs or other marketing strategies, time has come to test your strategies. Are they really working?

Some of you may be unaware of the A/B testing. Well it is very simple, when it seems that you are not getting the expected response from you customers, what you need is change. Develop two plans, plan A and plan B, work on them and see the change and conversion taking place. One of the two will definitely affect your business.

While some of you might be aware of A/B testing, for those who don’t, A/B testing is jargon for a randomized experiment with two variants, A and B. Each variant are monitored in a control environment. After the test, the one, either of A or B, is selected on the basis of the result. The goal is to identify changes to web pages that increase or maximize an outcome of interest. Formally the current web page is associated with the null hypothesis as evident in the figure:

Simple AB Test

A simple A/B test

A is working better than B. Thus, the tester sticks with A.

1. Test The root of e-mail

Elements that are the root of e-mails are commonly tested: Subject, Headline, and CTA, layouts and snappies

Subject Line: The first impression of your e-mail (may be the last) needs to be tested. If viewers are not opening your mail after looking at subject lines. Whoa! Those lines are not catchy enough. Test different combination of styles and phrases in your subject lines and see which one is working.

Headline: A boring top will also bore your conversion’s line. Grab eyes with spontaneous, fun and witty headlines. Break that line enough to make them read your entire content. An example:

Headline Test

See the effects? Stop the “six ways; seven ways” non sense and add style to your writing.

CTA, layouts and snappies: Run tests over call-to-action buttons. Make sure your call to actions are not plain email adresses or a phone number. They, in addition to be interactive, should be well places and attractive to grab the attention of users. “ohh! Today its different.. must be something new, isn’t it??” should be the though process of the viewers. Last but not least, pick some great snaps to make your mail and content super trendy.

2. Spiralling high conversions

Every site gets new visitors, a few returns. Successful sites have a rich set of audience who visit them daily or on a regular basis, leading to high conversions. So when you run an A/B test, make sure there is real conversion from a large portion of those audience.

Further, like you can’t difference between drinks if taken together, when you run test concurrently, it is hard to understand the common trends of your converting audience. So run individual tests, one element at a time.

3. The Sands Of Time

“xyz survey says that by keeping xyz as head line, more amount of mails are opened.” DO NOT fall for these traps unless you want to be an online sheep. These are a great way to spend time except very few marketers have spare time these days. Value your time and implement only those changes which are unique yet effective, in a long run. Be a tiger, mark your own territories, make your own rules and, rule the world of online marketing.

4. And…….Action!

“I have read somewhere the percentage of satisfaction with conversions through A/B tests is low to none. Should I spent my money and time on such tests?” Reality may vary, however, if you do not run them at all after a long planning, you will keep your wondering and guess game going and never have the answer. Run the tests and make sure you come up with result. To attain great conversions, run A/B tests for each and every element and take actions and switches accordingly.

Patience and decisions are your source of light in the dark tunnels of conversions. Make full use of them enlighten them with the flare of these tests.

This post and all images submitted by Jignesh Parmar. Published first on notordinaryblogger in 23 March 2015.

Jignesh Parmar is the Digital Marketing Analyst & Strategist at Intesols. For the last three years, he is helping small businesses and start-ups to gather the right online marketing tactic. He is passionate about everything digital, and his life revolves around online marketing world.