A/B Testing – The End or The Beginning?
Is advertising a guess and win game where designers, copywriters, and creative directors assume a desired connection with the audience?
Well, No! Long gone are the days when a lot of guesswork and assumptions defined an advertisement, a website layout, a mobile application interface, or even a social media post. With lots of moolah involved in digital marketing spends, major ad agencies in the UAE are now relying on A/B testing. Be it achieving desired marketing reach, connecting with the audience or gaining RoI, A/B testing is the go-to-process these days. Today, let us explore the nitty-gritty of A/B testing or Split Testing and find out how this process adds precision to the digital marketing initiatives.
What is A/B Testing?
Let us elaborate the procedure in the simplest possible way. Creative A v/s B, pitted against each other, which one will win or click with the target audience? Colours, theme, design aesthetics, navigation, grid-based patterns, copy that connects and user experience… Phew! So many elements with different permutation combinations, to find the best one out, digital agencies opt for A/B testing.
In simple words, the process is a way to compare two versions of a foresaid creative, typically by testing a target segment’s response to variant A against variant B. Based on it, we determine which of the two is better and more effective.
This is regarded as a popular method to test creative ideas with your audience to understand them and their needs in a better way. The process is on-going or going on at all times, therefore your site is constantly improving and you are also getting a closer understanding of your audience.
The process is a boon for digital marketing campaigns, and helps brands and agencies determine which website interface works with the audience seamlessly.
Is it a template-based process or involves creativity?
What if we say the successful A/B testing initiative involves both of them? While the creative aspect helps clear out any distractions and presents accurate message; grid-based templates enable fluid navigation and a positive visitor experience.
A balance of both increases the chances of improving conversion rates, much to the delight of marketers. And customers too are happy for a seamless browsing experience. Isn’t that a win-win for all the stakeholders? Well, yes! Seems that you all are excited! Now, what’s next! Let’s find out the reliable platforms where we can do A/B Testing for websites and landing pages.
The best A/B Testing tools for websites and landing pages
Optimizely is one of the best, and more recognised A/B testing platform across the globe, taking lead in the industry with an approximate 37% share of the market for web optimisation tools. Google Website Optimizer or Google Optimize is another tool that offers many features like website design and content placement (which can easily be experimented with) for free. The tool offers advanced targeting options and native integrations with the Google stack. This means discrepancy in data reporting is bought down to zero. Another advantage that comes with Google is unlike Optimizely it offers an indefinite free trial period with similar functions and features. The standard functionality is very similar with the availability of the functions like A/B testing, Visual editor, Targeting and Advanced reporting.
It also integrates A/B Testing functionality with the Google Analytics 360 Suite, making Google Analytics, Google Tag Manager, AdWords and the other features of Google’s interface available to you. So, if you are running a PPC campaign or want to track conversion and compare between two of the landing pages, then Google Optimize is your go-to space.
Upon knowing the process, we can surely say that A/B Testing is a beginning to more transparent, accurate and seamless approach in the creation of digital marketing assets. It fits the digital strategy goals like a glove and allows brands to make the most of their budgets. So, have you resorted to testing your website to see how user–friendly it is? If not, then connect with our Digital Ninjas and find out the best potion for refreshing brand presence.
Do we offer other digital and internet marketing services?
Yes! We offer a wide range of internet marketing services to assist you with cross-channel integrations.
Do we build landing pages?
Absolutely! As a digital marketing agency, we provide a wide range of digital services, one of them is building landing pages for your digital marketing campaigns.
Our priority is to help your business grow by satisfying your expectations and meeting your goals. We keep this in mind while designing the online marketing campaign and ensure it is aligned with your long term goals. We identify your goals, understand your requirements and take action, accordingly. This allows us to collaborate successfully and redirect the users where we want to.
Once we understand your goals and requirements, we start designing landing pages and create necessary written & visual content, keeping your brand voice in mind. We always assign a clear call-to-action for users’ to get higher conversions. We also keep in mind the user journey and understand how they will interact on the page.
There are various types of lead generation pages we can build. We identify what suits you the best and follow the “less is more” approach towards it. We do not display any content which may distract the user and make them leave the page. Landing pages are made for a specific campaign and hence, our goal is to present all the information relevant to it.
We keep the content simple yet persuasive. Our goal is to not only display all the relevant information about the campaign but also keep them engaged and eventually take action. This is not possible without having a clear and concise copywriting. Our creative team has the experience and the ability to write extraordinary content. Attracting users and keeping them on the page to take an action is the end purpose of a landing page, which our team can help you accomplish.
We Prioritize Design
We give the landing page content and design an equal amount of importance. We create a landing page which meets your requirements and has all the right elements for your campaign. We design pages in such a way that it captures all the possible information about the user visiting the page.
We also keep in mind the fact that the user journey can start from any device. We create responsive landing pages which are compatible with different devices, orientations, and specifications without losing any information. This helps your brand to have consistency throughout its online campaigns. Landing pages on any device should be able to attract user attention and keep them engaged on the page.
Once the campaign is launched, our team monitors it frequently and send you performance reports. We identify areas which are working for us and which needs to improve, in order to get better results and increase your ROI.
Importance of Testing
Testing is an essential part of the overall digital campaign as we customize landing pages based on your requirements. What may work for one campaign may not work for another, and therefore we keep trying out various elements on the landing page to optimize it.
What Do We Provide?
We at Red Berries always strive to provide you with the best possible service and achieving maximum efficiency. Our services help you to grow your business while saving you hours of analyzing your landing page. Our team has the experience and the ability to deliver results within a tight timeline.
What Can Our Landing Pages Deliver?
- Identify your goals, understand your requirements and take action.
- Start designing landing pages and create necessary written & visual content.
- Identify what suits you the best and follow the “less is more” approach.
- Keep the content simple yet persuasive.
- Attracting users and keeping them on the page to take action is the end purpose.
- We do not display any content which may distract the user.
- Frequently Asked Questions
Can you integrate landing pages with an email marketing campaign?
Definitely! As we provide a full range of digital services, we highly recommend integrating email marketing with the landing page.
Keeping the user journey in mind, we design our campaigns by keeping all the content consistent through all the mediums and platforms. Written & visual content is either exactly the same or similar on all the online marketing platforms.
Splash pages are meant for B2C or B2B Market?
Both of them! A landing page is optimized when we try and use different elements for various campaigns. We use the best industry practices to grow your business and provide tailor-made solutions to match your requirements.