When it comes to digital marketing, yeah ok not all brands fail to implement A/B testing, but a lot do. A lot of marketeers say they don't have time, we leave everything to an agency, or admit it's just lack-of understanding and implementation.
Marketeer: "Great, but why should I care?"
Because it's what could make the difference between a good campaign, or a excellent one.
So, what's there to take advantage of with A/B testing in the digital marketing space. Let's take a quick look...
1. Improved Engagement
Performing tests enable brands to understand what resonates better with target audience. Highlight what's engaging and effective marketing material, improving click-through, conversions, and customer engagement.
2. Risk Reduction
By testing different variations, brands can reduce the risk of launching a poor performing campaign. This helps to reduce wasted resources, increase focus on importance, and improve ROI.
3. Better User Experience (UX)
Testing different designs, messaging, and strategies can provide insights that help improve UX. Which could lead to greater customer engagement, satisfaction, and loyalty.
4. Data-driven Decisions
Testing enables the ability for decisions based on data and insights, rather than guessing. This can improve the efficiency and effectiveness of marketing and campaign efforts.
5. Increase Conversion Rates
Brands can use testing to identify changes that can improve their conversion rates. This might involve testing different user journeys, buttons, copy, images, or other areas.
6. Optimise Marketing Spend
By testing and understanding what works best, brands can assign budget to what's valuable, a higher return on investment.
7. Understand your audience Better
Regular testing can provide valuable insights into audience behaviour and preferences. These insights help to develop better target and personalised marketing strategies.
and last, but certainly not least...
8. ALWAYS Test & Share
Testing and sharing what's learnt can create a culture of experimentation and innovation within a business. By always testing, brands can stay ahead of marketing trends, competitors, and change in audience behaviour.
Furthermore, keep a historic view on how audience behaviour changes over time. Does the seasons, weather, or a global event impact these insights.
HINT: Integrate and manipulate brand performance insight against the season, weather, and event insight. You'll create and gain new vantage points, and certainly spark something very powerful and exciting!
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