How often does it happen that you are satisfied with the first set of clothes you pick from your wardrobe when getting ready for a party? Not often we suppose.
We all try out several combinations of shirts, trousers, ties, blazers, etc. before finalizing one.
Well, that’s what A/B testing, in a nutshell, is.
In its most basic form, A/B testing is defined as the way of comparing two different versions of a marketing asset, and check how they perform with an audience.
And since graphic design plays an important role in successful marketing and branding for a business, the importance of A/B testing in graphic design is paramount.
Also known as split testing, A/B testing is one of the widely used methods to ensure that the most effective version of a marketing asset is shared with the target audience.
These marketing assets could be (but not limited to);
-Banner ad design
-Landing page design, etc.
A/B tests can be used to discover how creative design changes to these assets—like new images or colors or typeface—will impact conversion and engagement rates.
In this blog, today, we’ll discuss in detail the benefits of A/B testing and why it is important; especially with respect to professional graphic design.
So, let’s get started!
Every marketing asset designed by you has a common purpose; to answer a consumer’s query or provide a solution that they may be looking for.
So, let’s say you want to develop a business website that provides all the necessary information about your brand, its product/service and, how it can add value to your consumer’s life.
Now, when you start getting visitors on your website you’d want them to convert into loyal customers. But, if your website design is not as per your users’ expectations, it could lead to you losing them. This results in, what they call, a higher bounce rate.
There may be several issues that your website visitors may face. It can be a confusing copy or hard to find the CTA button like “buy now”, “request a demo”, etc.
With A/B testing, you can test multiple variations of an element of your website till you find the best possible version. This improves your user experience, making visitors spend more time on your site and reduce bounce rates.
Analyze the data gathered through visitor behavior analysis tools such as heat maps, Google Analytics, and website surveys to conduct extensive A/B testing and solve your visitors’ pain points.
Every marketing professional aim to achieve a higher ROI on every campaign. Subsequently, the cost of acquiring any quality traffic can be huge.
A/B testing allows businesses to make the most out of their existing traffic and helps them increase conversion without having to spend on acquiring new traffic.
One of the advantages of conducting A/B testing is that it shows what resonates with the customers; in an unbiased way. This means, you can use the results of your analysis to appeal to more customers on a more meaningful level, and that will result in a healthier bottom line.
Unlike other marketing metrics, A/B testing is a sure-shot method to define a winning design and a losing design.
For example, businesses would find a straightforward answer to which page’s or app’s metrics come closer to its goals (time spent, conversions, etc.,)
So, let’s say you create 2 business card designs with a different marketing strategy and provide 2 separate phone numbers. The number that gets the most calls is the winning card.
Another solid benefit attached with strategic A/B testing which makes it highly important for branding and marketing is that it lets you target your resources for maximum output with minimal modifications.
What this means is that you can make minor, incremental changes to your marketing assets with A/B testing instead of getting a complete redesign.
This helps in minimizing the risk of jeopardizing your current conversion rate.
For example, if you think your business requires rebranding for any particular reason, you can start with maybe simply changing the brand colors. Apply that to your logo design, web pages, social media profiles, email newsletter designs, etc. See how your existing audience reacts to it and proceed accordingly.
If the change in brand colors works well, you can take the next step in your rebranding structure. But if it doesn’t work, you won’t have much to re-arrange.
Social media, today, is one of the most effective channels to communicate and engage with your target audience.
There’s a lot you can achieve by doing strategic A/B testing on your social media page designs.
For example, you can check a new banner by using it as the cover image of yourFacebook page design. Similarly, you can try out a landing page ad design by sharing it on your Instagram feed or story.
The kind of reaction that you can expect by executing A/B testing on social media is unparalleled as the majority of your customers are likely to engage with your brand on these platforms.
Check out this detailed blog onimproving your social media designs.
A/B testing isn’t necessarily a simple thing to implement, but it’s well worth the time and effort it takes. When performed professionally and strategically, the process can give you great insight into your customers’ interactions with your marketing assets; which could be your website, social media profile, emails, etc.
It helps you improve customer experience, shows you how to optimize your marketing campaigns based on the preferences of your customers, gets you a better conversion rate, and even draws more traffic to your website by leveraging the power of your tested changes with your social media followers.
Is A/B testing a good option for your business? Discuss this, and more, with our design experts at firstname.lastname@example.org