4 steps to better A/B testing

When you employ lead generation marketing tactics online, you need to make sure the type of campaign you go with is the optimal choice. To come to this conclusion, you need to test a variety of options, which is one of the core marketing arts professionals should master and practice.

Many marketers use A/B testing as a way to compare two types of advertising approaches, whether through email, content or social media. The best aspect of A/B testing is that it doesn’t require expensive software, complex features or advanced algorithms – you just need a critical eye, and to follow a few basic rules.

Here are four tips to consider when implementing an A/B test online.

1.) Hypothesis – Every experiment, no matter the space, starts with a hypothesis that you’re trying to prove or refute. This component can be as short as a sentence, but it defines the purpose of your test.

2.) Variable – In A/B testing, you are comparing two action plans. Therefore, you need one variable, while the rest of the data remains constant. If you test a subject line for an email blast, all other data points must remain the same.

3.) Measurement – Before you initiate the test, you need to define how you will measure success. If you want to see an increase in leads, make sure you are able to compare rates of each outreach option.

4.) Document – After you run the test and you know which option generated the highest return, make sure you document the parameters of your test, results and influential factors. Failing to document your tests will prevent you from running similar processes in the future to see if improvements can be made.

Don’t be afraid to test your marketing campaigns – you don’t know what works until you try all of your options.

Martin Jones

Martin Jones is a Senior Marketing Manager with the corporate Cox Communications social media team where he assists in leading strategy, campaign ideation and marketing execution for Cox Business social media & content marketing. Today, over 1 million fans engage with Cox Communications content, campaigns and Customer Care on Facebook, Twitter, You Tube. LinkedIn and Google+.