What is A/B testing?
A/B testing (also known as split testing) is a process of
showing two variants of the same web page to different segments of website
visitors at the same time and comparing which variant drives more conversions.
A/B testing allows you to only test one variable at a time. It’s used to pick
the better out of two variables. For instance, if you are testing the
background color of your landing pages to determine which one helps you
generate the most conversions, you might test red vs. blue. You can also test
on the page level, which means that you are looking at the entire page as the
A/B testing important?
In the online world, the number of visitors on your website
equals the number of opportunities you have to expand your business by
acquiring new customers and build relationships by catering to existing ones.
It is your conversion funnel that decides whether your website gets good
traffic and converts more visitors.
A/B testing offers a very systematic way of finding out what
works and what doesn’t work in any given marketing campaign. Most marketing
efforts are geared toward driving more traffic. As traffic acquisition becomes
more difficult and expensive, it becomes paramount to offer your users the best
experience who comes to your website. This will help them achieve their goals
and convert in the fastest and most efficient manner possible. A/B testing in
marketing allows you to make the most out of your existing traffic.
Marketers use Advanced A/B Testing to optimize your
messaging efficacy and find the winning combination. You can test multiple
variations of the same element (A/B/n testing), or test multiple variables at
the same time (multivariate testing). With so many elements to choose from,
it’s easy to optimize your strategy in a fraction of the time.
Dengage A/B Testing Experience
We at Dengage, are incorporating A/B testing into the core
push notification experience. Now, you can easily add an A/B test in the same
workflow where you create your message content and quickly build and toggle
The metrics for conversion are unique to each website. For
eCommerce, it may be the sale of the products by testing variations of their
promotions to see which drives the most sales, while for B2B, it may be the
generation of qualified leads. Media companies can uncover the most appealing
headlines to drive traffic to their websites. Gaming companies can discover how
to improve their messaging to get more players back in the game.
A/B testing is one of the components of the overarching
process of Conversion Rate Optimization (CRO). You can gather qualitative and
quantitative user insights and use them to understand your potential customers
and optimize your conversion funnel based on that data.
For example, in one campaign, we can run 2 variants with
varying Subject like below:
Variant A: Black Friday Sale! Get 20% off
Variant B: Finish your holiday shopping early: Black Friday
You can personalize your emails also on Dengage to create a
human touch and appeal to your subscribers in a better way. With attention span
of people falling down to 3-4 seconds, you do not have much time to grab their
You can test different tricks of personalization by
including the first name of the subscriber in the email copy or applying the
principles of artificial intelligence. Personalize your campaigns on the basis
of past purchases, products searched for, resources downloaded, etc. and note
the metrics to understand how it works for your target audience.