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When you define a new marketing strategy for your business, you need to test it to see if it works. A good way to try out new strategies is to use the A / B test, which helps the audience’s behavior and interests and improves the user-to-customer conversion rate.

What is the A / B Test?

A / B is a test based on comparing two different modes so that we can choose the best mode for the designed strategy.

In the A / B test, we specify two variables; For example, we want to know where the banner ad will be located and have the highest click-through rate. To clarify this issue, we consider two different site points to place the banner, point A and point B. Then we design two copies of a page of our site so that in one version, the advertising banner is in point A and Place the second version of the banner at point B.

We then randomly display it to users at a specific time interval, usually three to ten days. User A sees version B, and user B sees version B. Then, we review the performance of both versions, and according to the results and statistics, we choose the best place to place the banner. It is a simple example of an A / B test.

To better understand the concept of A / B testing, I will give another example. You want to have an email advertising campaign. You will consider two different texts for this campaign. E-mail text A: ((Our special discounts expire this Friday, enter the discount code to purchase))

Email B text: ((Our special discounts will expire soon, enter the discount code to purchase))

And we send this text to two groups of 1000 of our customers. Finally, we examine which of the following two texts has caused more customers to visit the site and which one has caused more purchases. Depending on our goal, we will choose the appropriate option for this campaign.

How to design an A / B test?

1. Define the goal

First, you need to determine the purpose of this test? In other words, you have to ask yourself, why do you want to do this test? Do you want to increase your sales? How many will more people see your post? Increase the user-to-customer conversion rate on your site? Get a better user experience while on your site? You need to know exactly what your goal is to improve this test.

2. Specify the variables

You need to know exactly what variables are to be tested. Want to test the text of an email? Do you want to change the location of the call to action button? And like this. Also, when choosing a variable, you need to identify the other variables that are relevant to your goal. For example, you want to change the call to action location. You must specify the following in the test design: Location of the call to action text button The call to action button and the color of the text

3. Simultaneous tests

You must show both test versions to the user at the same time. Otherwise, you will not be able to properly analyze the results as other factors may affect the test result.

4. Theory Design

This theory should provide hypotheses about why the action being tested is effective. For example, if the banner ad is in point A, it will get better views because it is easier to access. Then categorize these hypotheses by importance or difficulty.

5. Test and apply the changes you want to happen

6. Data Analysis

Use data analytics tools like Google Analytics (analytics.google.com) to see what each option has done.

Mistakes we usually test when doing A / B

• We consider a large number of key indicators or KPIs for testing
• We design the test based on a false or no theory.
• The time set for the test is inappropriate. It is either too short of achieving real results or too long for other factors to enter as a result.
• We test a large number of variables together
• Ignorance of statistics and test results
• Use unrealistic traffic to the site
• Do not repeat the test in the future and be satisfied with the test result.
• Lack of attention to external factors that will affect the outcome
• Using incorrect and inappropriate tools to perform the test
• The only way to test new strategies and changes is to do A / B testing and not try another method.

Why do we have to do A / B testing?

This test helps us increase our sales by making the slightest corrections and changes.

A / B testing is a reliable way to identify the audience through which we can identify the customer’s tastes and what he prefers.

In face-to-face sales, we see the audience and can predict their wants and desires based on the behavior they display. If there is a weakness in the arrangement of the goods, we try to fix it, modify our speech style, design the decoration according to the customer’s wishes, and observe any other issues that help improve our sales.

But in offline and online sales, we do not have this opportunity. We can not recognize how he feels when visiting our site or application. We can not predict the location of the sales page button, what point on the page, and things like that. Therefore, we must use A / B testing to identify customer tastes and predict user behavior.

In addition to improving the user experience, we may define new marketing strategies to improve our business to improve our sales. If we do not know our audience well, this strategy may fail, but performing A / B testing is greatly hindered because we have defined our new strategy based on the customer’s behavior, wants, and needs.

Conclusion

A / B testing compares two variables that improve the user interface, increase the interaction rate, convert the user into a customer, and ultimately increase sales. Using this method correctly will help us know which type of marketing activity is right for us, and we will choose the type and strategy of our marketing based on that.