AB Testing, A Powerful Tool

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Online marketing can seem highly technical, and in some way it is.  However, in other ways, it’s very simple.  Today I’ll touch on a couple of the more simple tools we employ to optimize conversions.

One really cool thing about the Online space is that once a flow of traffic is established, it can be funneled down a route determined by the developer/marketer.  In the case of AB testing, as the name implies, two versions (A and B) are compared, which are identical except for one variation that might impact a user’s behavior. Version A might be the currently used version, while Version B is modified in some respect.

For instance, on an e-commerce website the purchase funnel is typically a good candidate for AB testing, as even marginal improvements in drop-off rates can represent a significant gain in sales. Significant improvements can sometimes be seen through testing elements like copy text, layouts, images and colors.  Multivariate testing is similar to AB testing, but may test more than two different versions at the same time.

At Engage & Convert, AB testing and its other close cousins are employed during testing, evaluation and full campaign rollouts.  As I mentioned in my last post, “… “set it and forget it” can be harmful, very harmful in the Online space.”  “This is where Engage & Convert excels.  We never rest.  We are always testing, always optimizing.  We incorporate a vigilance into our culture based upon the M.H.E.A. approach, and this process never ends.”  

AB testing is only one of the many tools we use to optimize conversion rates.  In fact, Engage & Convert employs a custom-brewed mix of over 80 available Online measurement and optimization tools on our mission to increase conversions and revenue on behalf of our Clients.  Please check back often, subscribe to our blog, or better yet, schedule a call to learn more about our methods.  We look forward to learning more about you and your projects, to work together to increase your Online conversions and ROI.