Emily Clarke

How Does A/B Testing Work?

When you want to craft the perfect message for your users, you must remember that a one-size-fits-all approach isn't always the best option. What works for one company doesn't necessarily work for yours. While there are many "best practices," the best thing you can do to optimize messaging impact is to perform A/B testing.

A/B testing, also called split testing, is a technique that requires you to split your audience and deliver different variations of your messaging campaign to see what works best.

The goal is to maximize the ROI on your messaging and marketing campaigns while honing in on the best approach for your users.

A/B Testing in Action

When you use software for A/B testing, you must create two versions of the content you want to push to your audience. They shouldn't be drastically different. Typically, marketing experts recommend changing a single variable. For example, you can have unique CTA closers or change the color of the backdrop.

Whatever the case, you send these two versions to two similarly sized audiences. Then, you analyze the performance of the content over a set period. Your goal is to see how these small changes affect engagement or conversion.

The performance outcome differences can be subtle. But the results provide great insight. The version that performs best is the one you should utilize for your entire audience.

Of course, you don't have to stop at a single variable. Many companies perform A/B testing multiple times on a single piece of content to find that magic recipe. You can add new images, change up the wording and more.

Why You Should Use Software for A/B Testing

Ultimately, A/B testing is about fine-tuning your messaging strategies. It can help you get to know your audience and find out what leaves the largest impact. It's a great way to increase your ROI and find exciting new ways to keep people engaged.

Testing software simplifies the process. You can test on controlled segments and harness robust analytics to learn everything you need to know.

Author Resource:-

Emily Clarke writes about customer messaging and engagement solutions including SMS services and mobile notifications tools. You can find her thoughts at web notifications blog.