A/B Split Testing — How Does It Work?

Split Testing Marketing Campaigns: How to establish what drives the most clicks in your ad copy, landing pages and graphics?

Split testing is a method of trialling two different ad layouts, to see which option is more likely to drive clicks and conversions. Even simple changes can drive big improvements to your campaign. Today I will be explaining how to use split testing to establish what drives the most clicks in your ad copy, landing pages and graphics.

Different users also have varied responses to different calls-to-action. It is important to find the one that works best for your campaign. For example, “shop now” may work better for a product, whereas “call now” may work better for a service.

Instead of simply trialling two different ads, you may want to start by trialling the same content to different target audience segments to see who will react best. You may want to segment by location, age, gender, device or interests. 

Next, you will need to determine your control variable and your ‘challenger’. The control is generally the existing webpage or unaltered marketing message. Whereas the challenger is the new variation that you are testing. From here you can form a hypothesis or decide which option you think will be more successful. Finally, you can make your variations and run the experiment. 

There are a number of online options you can use for A/B testing. Google Analytics experiments allow you to test up to 10 different versions of a single web page and compare performance amongst a sample of users. 

Alternatively, online services such as HubSpot can help you trial other aspects of your campaign including emails, calls-to-action and landing pages. 

Remember to always run your variations at the same time (unless timing is the element you are testing). Timing plays a significant role in the performance of marketing campaigns, especially for seasonal products or services. 

That concludes our top tips on how to distinguish what drives clicks in your ad copy, landing pages and graphics. Remember to test various elements, such as the ad itself as well as different audiences. Let us know how this video enhances your ad copy in the comments below. 

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