How A/B Testing Can Help Improve Your Ad Campaigns
What is A/B testing?
A/B testing is the process of isolating a single element on a marketing communication and testing the effectiveness of two different versions of that element. For example, say you are running an ad one free class at your studio on Instagram. You create two ad versions, and everything is identical except for the Call-to-Action(CTA). One ad has a CTA that says “Learn More,” and the other says “Sign-up Here.” The idea behind creating two ad versions is to understand better which version is more effective and thus which ad you should continue to run. The process of A/B testing various elements in your ads will allow you to run more effective ads, save time and money.
Why you should start A/B testing your ADs today:
1) Eliminates the guesswork: Instead of trying to guess what will work best, you can test it. Of course, it would be best if you had a good idea of how to connect with your target consumers before even running an ad campaign, but A/B tests will allow you to examine the elements that are often difficult to understand, and thus, eliminate the guesswork. For example, which image resonates better, the music in a video ad, or the font size of our CTA, to name a few.
2) Reduces Risks: By performing A/B tests on various elements of campaigns, you can make better, more informed decisions. As a result, you will reduce time wasted on ads that don’t perform well, and more importantly, save money.
3) Improves user engagement: Probably the most important reason you should be A/B testing your ads is to improve user engagement of those ads. When user engagement is up, you will likely see more traffic, and thus more purchases, sign-ups, leads, etc.
A/B testing is a simple yet highly effective tool that can help you make more informed decisions, reduce risks associated with new campaigns and projects, and improve overall engagement.
Miss last week’s post? Read about tips for effective survey design here.