Updating & Adding to A/B Testing Regimes

A/B testing is critical in order to help you grow and improve your campaigns over time. We’re not perfect, so we’ll never know what type of creative, messaging, targeting etc. is going to work 100% of the time based on gut feel. 

That’s why you need to implement controlled A/B testing to help you ascertain exactly what does and doesn’t work for your campaigns or audience. 

That being said, the worst thing you can do is not document your A/B tests. Learnings can be made fast, particularly when large budgets are involved – but by not documenting the A/B tests that you carry out, you risking potentially: 

• Forgetting your test results 
• Losing your test results if people move away from the business 
• Repeating tests again and wasting time and ad spend 

So – always document exactly what you’ll be testing, what you’re measuring, when success will be achieved and what the results of the test were in one master ‘toolkit’. We recommend using an easy-to-navigate excel sheet.

You can dip in and out of this toolkit time and time again, for unique learnings all about your business, audience behaviour and interest patterns. The toolkit is completely bespoke and will be an invaluable source of information if done correctly- no amount of Googling will ever help you come to the learnings that you document in this toolkit!