How A/B Testing Toolkits Work
When you begin an A/B test, you take an ad and modify it to create a second version of this ad. This change can be as simple as a single headline, CTA or be a complete new version of the ad. Then, a percentage of your traffic is shown the original version of the ad (known as the control) and a percentage is shown the modified version of the ad (the variation).
Making these changes allows you to make careful changes to your user’s experiences whilst collecting data on the results. This allows you to construct hypotheses and also enables you to learn why certain elements of your customers’ experiences impact user behaviour, or on the other hand, your hypotheses can be proven wrong – both results can be determined through A/B testing, that’s why it’s so critical to the outcome of your campaigns.
Next, we will be identifying how to use your testing toolkit and how to apply this practice to your business.
Your testing toolkit
Using the template below, you can document each A/B test you’re looking to test over time – along with the results of these A/B tests.
This can be shared with your entire business and used to make learnings across the board. E.g. If you know a particular type of messaging works well with your audience and drives engagement, you can emulate this messaging within social grid posts and stories.
Campaign growth will only come about when
bold moves are made
So, now you have your testing toolkit – where do we start? Testing can more often than not feel too risky, and this riskiness can be crippling and make you want to just simply leave things as they are.
But remember –
‘Life is about growth; it’s about change’
Thor
Without branching outside of your comfort zone, you’ll never be able to scale your account and make the all important efficiencies required to benefit from knowing how to boost your CTRs and lower your CPCs and drive your conversions.
Remember – all changes can be undone at the end of the day. So if any particular test doesn’t work, you can revert back and undo what didn’t work. No harm, no foul – it’s all a part of the learning curve.
