A/B Testing In Marketing: EXPLAINED

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Wondering what A/B Testing is? Well, you’re in the right place…

Have you ever wondered what makes some businesses succeed while others fail? The secret lies in their ability to adapt and experiment. 

In today’s fast-paced and ever-changing market, experimentation is key to staying relevant and keeping up with the competition. According to a study conducted by McKinsey & Company, companies that are skilled at experimentation are twice as likely to outperform their peers. That’s why A/B testing has become an essential tool for businesses looking to improve their marketing strategies.

While A/B testing has become increasingly popular in recent years, many businesses still face challenges when trying to implement it effectively. It can be tricky at first. However, with the right process and best practices, A/B testing can be a powerful tool for improving marketing performance and boosting your overall success.

So, in this blog post, we’ll explore the benefits of A/B testing for businesses, why it’s important in marketing, and the process for conducting a successful test. We’ll also provide some best practices for getting the most out of your tests and highlight some successful examples of A/B testing in marketing. 

Let’s get started and discover how A/B testing can help your business succeed!

What Is A/B Testing?

A/B testing might sound like a complicated concept, but it’s actually a simple and effective way to improve your marketing campaigns. A/B testing involves comparing two different versions of something (like a webpage, app, or marketing campaign) to determine which one performs better. But how exactly does it work?

Let’s say you’re running a social media ad campaign and you want to test which ad copy performs better. You create two different versions of the ad, where one features the original ad copy (version A) and the other features the test ad copy (version B). You then randomly assign your audience to one of the two versions and track their behaviour, such as clicks or conversions.

After a period of time, you analyze the data and determine which version performed better. If version B resulted in more clicks or conversions, you can implement that as the new standard for your ad copy. The beauty of A/B testing is that it allows you to make data-driven decisions and continuously improve your marketing strategies. So don’t be afraid to experiment and test new ideas – you might just be surprised by the results!

Why Is A/B Testing Important?

By comparing different versions of something like a webpage or marketing campaign, businesses can determine what works best for their audience and increase their conversion rates over time. According to a report by Econsultancy, 61% of businesses conduct less than five A/B tests per month, and 84% of companies using A/B testing see a positive lift in conversion rates. 

In addition to increasing conversion rates, A/B testing can also reduce bounce rates. Bounce rates refer to the percentage of visitors who leave a website after viewing only one page. By testing different variables, such as page layout or content, businesses can determine what drives users to stay on their site and engage with their content. This can lead to a better user experience, which is crucial for building customer loyalty and improving brand reputation.

Improving ROI is another important reason why A/B testing is crucial for businesses. By optimising their marketing campaigns and improving their conversion rates, businesses can achieve a better return on their investment. In fact, according to a study by Invesp, companies that implement A/B testing can see up to a 300% increase in ROI.

Moreover, A/B testing provides valuable insights into customer behaviour, which can inform future marketing strategies. By analyzing user behaviour and preferences, businesses can tailor their content and messaging to better resonate with their audience. As Bryan Eisenberg, co-founder of BuyerLegends, puts it, “The key benefit of A/B testing is the ability to learn what works best for your audience, not what works best for you.”

A/B Testing Process In A Nutshell

Now that we’ve established the importance of A/B testing in marketing, let’s take a closer look at the process of conducting an A/B test. While it may seem daunting at first, following a structured process can help ensure accurate and useful results.

Step 1 – First, it’s important to formulate a hypothesis. What is it that you want to test? What do you hope to achieve? For example, you might hypothesize that changing the colour of a call-to-action button will increase click-through rates – so we’ll go with that example from here…

Step 2 – Next, you need to identify the variables that will be tested. As mentioned, in our example, the variable would be the colour of the call-to-action button. It’s important to only test one variable at a time to ensure accurate results.

Step 3 – Once you’ve identified the variable, it’s time to create the variants. In our example, you would create two versions of the webpage, one with the original button colour and one with the new colour. It’s important to ensure that the variants are as similar as possible except for the variable being tested.

Step 4 – Determining the sample size is the next step. You’ll need to decide how many visitors to your webpage will be included in the test. It’s important to have a large enough sample size to ensure statistically significant results, but not so large that it becomes impractical or costly.

Step 5 – Running the test involves randomly assigning visitors to your webpage to either the control group (the original version) or the variant group (the new version). It’s important to run the test for a long enough time to ensure accurate results, but not so long that it, again, becomes impractical.

Step 6 – After the test is complete, it’s time to analyze the results. Look for statistically significant differences between the control and variant groups. In our example, if the variant group had a significantly higher click-through rate, it would indicate that the new button colour is more effective.

Step 7 – Finally, it’s time to implement the winning variant. Once you’ve determined which variant performed better, implement it! 

Good Practices For A/B Testing

One Variable At a Time – The first rule of A/B testing is to test one variable at a time. Testing more than one variable at once will make it difficult to identify which changes had a significant impact on the results. By testing one variable at a time, you can isolate the variable that is affecting your results and make more informed decisions about what changes to make.

Random Sample Selection – The second rule of A/B testing is to use a random sample selection. By selecting a random sample, you eliminate any bias in your test results, ensuring that your findings are representative of your target audience as a whole.

Sufficient Sample Size – To ensure that your results are statistically significant, you need to have a sufficient sample size. A sample size that is too small can lead to misleading results, while a sample size that is too large can be costly and time-consuming. It’s important to determine the optimal sample size for your test before starting.

Test For Statistical Significance – Testing for statistical significance is essential to determine whether the results of your A/B test are due to chance or are likely to be true in the wider population. By testing for statistical significance, you can make informed decisions about what changes to make and ensure that you’re not wasting resources on changes that won’t have a significant impact.

Repeat Tests Regularly – To stay up to date with user behaviour and preferences, it’s important to repeat your A/B tests regularly. Regular testing allows you to track changes in user behaviour and ensure that your website or app is always performing at its best.

Test On Real Users – It’s important to test on real users, as opposed to internal teams, to ensure that you’re getting accurate feedback from your target audience. Real users will interact with your website or app differently than internal teams, so it’s important to get their feedback to make informed decisions about what changes to make.

Keep A Record Of All Tests – Keeping a record of all your A/B tests is essential for tracking your progress and identifying trends in your data. By keeping a record of your tests, you can identify which changes have had the most significant impact on your results and use this information to make more informed decisions about what changes to make in the future.

Examples of Successful A/B Testing in Marketing

Google’s “Google Maps” Test – In 2014, Google conducted an A/B test on its Google Maps application, where it changed the colour of the navigation bar from blue to green. The results showed that the green navigation bar led to an increase in user engagement, as users were clicking on it more frequently. The green navigation bar also made it easier for users to find the information they were looking for, leading to a better user experience.

Obama’s Campaign Test – During the 2008 presidential campaign, Obama’s team conducted an A/B test on the donation page of their website. They tested two versions of the page: one with a green “donate” button and one with a blue “donate” button. The results showed that the green “donate” button led to a 35% increase in donations compared to the blue “donate” button. This small change in button colour had a significant impact on the campaign’s fundraising efforts.

Airbnb’s “More Filters” Test – In 2015, Airbnb conducted an A/B test on their website to see if adding more filters to their search function would improve the user experience. The test showed that the addition of more filters led to a 17% increase in bookings, as users were able to find the listings that matched their preferences more easily. This test demonstrated the importance of providing users with the tools they need to make informed decisions and find the listings that best suit their needs.


In conclusion, A/B testing is a crucial tool for any business looking to optimize its marketing efforts. By testing different variations of a marketing campaign, businesses can gain valuable insights into what works and what doesn’t, ultimately leading to increased conversions, improved user experience, and higher ROI.

If you found this blog article useful then check out more of our blogs HERE, or download our e-books free from our Resources page for more great reads! Alternatively, you can check out our Instagram profile, for regular bite-sized insights into everything marketing, business, branding and MORE!

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