How to do A/B testing and tips for better results

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When you decide to develop a digital marketing strategy for your company, you must be willing to perform one constant action: testing. Everything in digital marketing is based on learning from trial and error. In this article, we'll explain how to conduct A/B testing and provide some tips to help you achieve better results .

First of all, do you know what an A/B test is? In digital marketing, A/B tests are used to evaluate two variations of the same variable, trying to find out which one works best. For example, you might run an A/B test when preparing a newsletter, but you want to determine whether the call-to-action ( CTA) button should appear before or after the text to increase the click-through rate. In this case, the variable is the CTA button, and the variations are the locations where it can be positioned—at the beginning or end of the newsletter.

To ensure your digital marketing strategy is optimized, when running an A/B test, it's important to analyze only one variable at a time, avoiding assumptions. For example, you want to c level executive list test two variations of your landing page, simultaneously modifying the tab layout, background color, and image order, etc. When you realize one version performs better than the other, how will you figure out why? There could be several reasons!