Stop Guessing: How A/B Split Testing Boosts Your Marketing ROI

You may have heard the term but you aren't quite sure how to use or maybe, this is the first time you've ever come across the phrase split testing, so what is it and how does it work?

What is A/B testing or split testing?

In it's simplest form you have two designs or two formats and you want to know which will be the most well received, you put out both materials and measure the results, this data then helps to steer direction of future campaigns. Some of the world's largest companies routinely use split testing to establish messaging success, engagement metrics and consumer behaviour.

Understanding A/B Testing: The Basics Explained

Let's take a rather well known pizza company named after a popular family game, we'll call them Nomino's for the sake of this article, they will often put out printed material that varies between a few messages, usually these are "Buy One Get One Free", "20% Off" or "Save £X" this is split testing, each of these promotions will carry a specific code attached to them, when the order is placed using the code it is recorded and the results consolidated, the next campaign then featuring the winner of the test more heavily.

Real-World Example: How Brands Test What Works

A popular e-commerce website even experimented with the colour of their "Buy Now" button to understand how different colours influence buying behaviour, the limitations of what can be tested are near limitless, whether it's your tone, visual style or your offer it's doable. when it comes to marketing material and bulk mailing.

What Can You Test? Almost Anything

Split testing removes the guesswork from your campaign, it gives proof of concept and the ability to power your advertising with facts and figures, turning the letterbox into a lead generation machine. This connects you with the people who resonated with your messaging, who knows, your current approach could be costing you thousands if not more with a low impact call to action or hook that a split test could point out.

Need Help Getting Started with Split Testing?

Want to split test and struggling how it may look or work for your business, call one of our team and lean on our expertise.