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How to Create a Successful A/B Test

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Picture this—you’re redesigning a page on your website, adding a new landing page, or designing a new email to send to your consumers. The ultimate goal? To gain new leads and customers, but there are hundreds, even thousands of ways to share your message. After hours of brainstorming, you’ve narrowed your new content down to two options, but which do you pick? Fear not, you can determine which to use without flipping a coin.

A/B testing is a technique to help determine what content consumers respond to best. When your consumers log onto your website, landing page, or receive an email, they will randomly be shown one of your two options. You can then track their responses and make changes to improve your lead conversions. Building a strong A/B test isn’t always easy, so we’ve put together some tips on creating a successful one!

Copy first, design second

The words you string together to form your message to consumers are the most important part of your content. This means you need to start designing the copy for your A/B test before you even begin thinking about design. Although it is a lengthier process, it is much easier to build design off of your copy and the message you are trying to get across.

It’s also important to remember, great design will never save poor copy. If your consumers can’t understand or are confused by your message, no amount of beautiful design will convert them into leads.


It’s not all about conversions

Yes, conversions are the ultimate goal, but let’s look at the bigger picture. The quality of your leads is far more important than the quantity. Five strong leads will be much more beneficial to your business than 25 cold leads.

When you think about it, an A/B test is ultimately an experiment run by your business to determine what your consumers respond to best. Like all good scientists know, the most important parts of an experiment are your hypothesis and variables. Develop a hypothesis based on your consumers’ previous behavior and test one variable at a time to single out different influential elements.

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Don’t be afraid to get radical

The changes you make to your content help to determine what phrasing, design, and overall appearance your consumers prefer. This means you must overcome the fear to make big changes. Not every change needs to be drastic, but focusing only on small changes, such as a color or font size, will not result in major lead increases.

HubSpot relates A/B testing to a poker game, saying you need to occasionally bet big in order to win big. So don’t be afraid to throw in radical changes. Your consumers’ response may surprise you! 


A/B Testing isn’t just for landing pages

A/B testing is a common technique for deciding on a landing page. However, it is also extremely helpful with web page redesigns and creating emails. Luckily, several online marketing and CRM sites like HubSpot can help you easily create A/B tests for email and landing pages. Not only does this help you determine what works and what doesn’t work on your website, but it also gives you insight into your consumers’ likes and preferences.

Overall, A/B tests help businesses learn about consumers. They are an extremely helpful marketing tool that can keep you from throwing darts at a board and making changes at random. Your message to consumers greatly affects how they interact with your business, and the changes you make can increase or decrease their interaction. So don’t be afraid to make changes! As they say, go big or go home!