Content marketing: Telling Meaningful Stories

A/B testing

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A/B testing is a term used by online marketers when they refer to testing audience reaction to a specific section of a product. Typically, A/B testing is done in email newsletters or on a website. Sometimes A/B testing is called split testing.

The A/B in A/B testing stands for the sample groups. One version (A) is served to one group of people. The second version (B) is served to a different group of users.

This could involve different size or colored buttons on the website or different subject lines in email newsletters.

Marketers will then look at the data of each sample to test effectiveness and compare the two to see which one worked better.

For example:
Did more users with the B subject line open the email than the A subject line users?

Who bought more? (If you are selling something.)

A/B testing should always relate to your business and digital goals. For example, if you are trying to sell a product, you could test with A/B testing which copy, design or other factor leads to more sales.

If you run an informational content site, you might test through A/B testing what kind of copy prompts your readers to read more.

A/B testing is great because – though best practices exist – one specific audience might react differently than another audience.

For example, some email newsletters work better – and are opened more – when they have very specific subject lines. But some audiences respond better to the same subject line each month.

Specific subject line:
Ten new social media tips to increase engagement

Same subject line every month:
Your monthly social media news from @ctrappe

A/B testing can help you optimize your content and digital experiences for your audiences and make the experience better for them and pay off for you in the long-run, too.

Disclaimers: The information provided in articles is for informational purposes only and not personalized advice. It's accurate to the best of my knowledge at the time it's published. Enjoy and best of luck telling the best stories in your organization and life! Some articles may include affiliate links.

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