The Power of A/B: Stop Guessing and Start Testing

Marketers are using A/B testing to help define what consumers want, all while increasing conversion rates.


Brands are always striving to better understand their audience. What do they want? When do they want it? How do we give it to them? Well, there may be a method out there to answer these questions: A/B testing.

A/B testing is the process of comparing two versions of a certain type of content to determine which one performs better. These types of content can range from email headlines to entire webpages. A/B testing, also referred to as “split testing,” can help marketers to assess the actions of consumers and reveal what truly appeals to them. Testing is also known to increase engagement, as well as enhance campaign effectiveness. According to MarketingSherpa, A/B testing can help raise conversion rates by 48% or more.

One marketing strategy that has seen success with A/B testing is email marketing. Email marketing is a particularly strong candidate for testing because it contains a range of testable variables, including subject lines, CTAs, body text, and visuals—to name a few. Another benefit of utilizing email marketing in A/B testing is the existing pool of customers to act as your test subjects (your contact list). It is also fairly simple to test these variables around open rates, and can help to improve them drastically. Once you can narrow down what’s working and what’s not, you are able to compile the most effective campaign possible for your target audiences. A few tips we’ve come across in our A/B efforts:

  • Don’t test multiple elements at a time, or things may get confusing
  • Allow ample time for the test to produce sufficient data
  • Take action based on your results

One of our resident financial experts offered their two cents on A/B testing, and why it can be effective for their clients’ email marketing strategies:

“We send a lot of emails on a very frequent basis when it comes to our financial clients. With this in mind, A/B testing helps gain insight into what our customers are more likely to engage with, and allows us to strengthen our campaigns more quickly. A/B Testing also helps us better communicate to clients what’s working and what isn’t by giving us the data and numbers to back it up.” – Jason Hughes, Creative Director


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