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Effective Techniques of A/B Testing in Digital Marketing

Effective Techniques of A/B Testing in Digital Marketing

Do you know about A/B testing in digital Marketing? Why do we do A/B testing in digital marketing? Another name of the A/b testing is also called “split testing”. This is one of the most authentic ways to produce measurable improvements to your online presence.

A/B testing depends on the marketing because when performed the right way, then they provide you solid proof of which changes will result in increased conversions for your company.

There are different reasons why we do A/B testing. Here we discuss several reasons for them such as increasing website conversion or leads, solving visitor pain points, and reducing the bounce rate. Read our article to know the remaining reasons. 

In this guide we will discuss what is A/B testing and how to do A/B testing in digital marketing. In addition, we also learn the most effective ways of A/B testing In Digital Marketing. Let’s have a look.

What is A/B Testing in Digital Marketing?

It is a type of content experiment. Where marketers make two variations like landing page and web page to find which one performs best against defined marketing purposes. The good method to understand A/B testing is to understand the relation to other common types of context experiments: split tests and multivariate tests.

The split URL test is a context experiment where marketers represent two entirely distinct landing pages to distinct sets of customers, it measures the conversions to identify which landing page performed well.

Digital marketers do not utilize entirely different landing pages. Rather than they use variations of a similar page with only one component modified, including sales copy, the color, the position of the elements on the page, and call-to-action.

A/B testing can be valuable because different viewers behave, well, dissimilar.

The Most Effective Five A/B Testing Use Cases

yet, our discussion of A/B Testing in digital marketing revolved around landing pages, but there are multiple applications for A/B testing in digital marketing. Further down we are highlighting the most important use cases for A/B testing.

  • Email Marketing
  • Landing Page Design
  • Text Ad Optimization
  • Display Ad Optimization
  • eCommerce Websites

These are applications where we use A/B testing.

A/B Testing Process in Digital Marketing

The particular process that Digital marketing utilizes for A/B testing modifies created on the selected marketing moderate. If you want to build the A/B test for an Email marketing campaign appearance with a very different practice then it builds an A/b test to compare the performance of the product description in your eCommerce store, for instance.

In this figure: the five stages of running an A/B test content experiment.

Still, Generally, all A/B testing follows the process that we have outlined below.

  • Identify opportunities for improvements
  • Create hypothesis
  • Craft variant
  • Run a content Experiment
  • Measure and Analyze Results
The Most Effective Five A/B Testing Use Cases solutions

Step 1: Identify opportunities for improvement

Identifying opportunities for improvement is the 1st step in the A/B testing process to determine a landing page, product description, marketing email, or any other particular component of your marketing campaign that will be targeted for improvement

Step 2: Create a Hypothesis

This is the 2nd step in the A/B testing process. If you desire to make create a hypothesis, your hypothesis should explain a planned new variant of the page and next inform why you believe it that will improve a result in your future context experiment

Step 3: Craft variant

When you have created a hypothesis around the particular component you want to test, the further step is to essentially generate a  different variant of the same page that you will utilize in your context experiment.

It is not easy to depend on a CRO tool such as Google Optimize or Optimizely that assists streamline and incompletely automate the process of building test variants of your page

Real Examples and Case Studies of A/B Testing

Step 4: Run a Context Experiment

When you have crafted a variant of your started page, it is time to modify and run your context experiments. To make sure that your consequences are precise and suitable, ensure that you represent a statistically important number of users to each variation of your page.

Step 5: Measure and Analyze Results

Once you have identified a hypothesis, crafted variants, and run context experiment live on your website, the last step to measure and analyze the consequences of your experiments to identify whether it was an achievement

A/B testing software tool automatically measures conversions that result from both variations of the landing page

A/B Testing Tools

In this article, we are discussing the following A/B Testing tools which are used for testing in Digital Marketing.

The Best solution for large businesses:

  1. Simplify
  2. Optimizely
  3. Google Optimize 360

Good A/B testing Tools for Marketing Team:

  1. VWO
  2. Convertize
  3. Fresh marketer

Tools for Medium and Small businesses:

  1. Convertize
  2. Zoho Page sense
  3. Omni Convert

Landing page Tools:

  1. Unbounce
  2. Clickthroo

Most Effective Ways of A/B Testing in Digital Marketing

Here are some of the best ways to implement when conducting A/B testing in digital marketing

  • Pick one variable to Test
  • Identify your goal
  • Divide your sample groups evenly and at random.
  • Determine your sample size
  • Make sure only running one test at a time on any campaign

1. Pick one Variable to Test

If you need to optimize your email and web pages, you will find many variables you want to test. To assess efficacy, isolate one independent variable and quantify its performance.

Otherwise, you can never believe which variable was responsible for the change in performance. When you can test multiple variables for one webpage or email but you have to know about you are testing them one at a time.

One thing you should be kept in your mind is that even small changes, such as changing images in email or the words in your call-to-action button can take the biggest improvement.

2. Identify your Goal

During any one testing, you will measure the numerous matrices. Before you run the test, you need to choose the primary metric to focus on.

It is your dependent variable, which changes depending on how you control/operate the independent variable. Consider where you want this dependent variable to be after the split test. You could even make an official prediction and assess your performance based on it.

3. Divide your sample groups evenly and at random.

To obtain definitive findings in tests where you have more control over the audience, such as with emails, you must test with two or more equal audiences. The method you utilize will depend on the A/B testing program you use.

Assume you’re a HubSpot Enterprise customer running an A/B test on an email. HubSpot will automatically distribute traffic to your variants, ensuring that each variation receives a representative sample of visitors.

4. Determine your sample size

This is the fourth important technique how to determine your sample size will rely on the A/B testing tool and the type of A/B test you are running. If you’re A/B testing an email, you should send it to a large enough portion of your list to achieve statistically significant results.

You can perform a 50/50 A/B test with any sample size, but all other sample splits require at least 1,000 recipients. If you’re testing anything with an indefinite audience, such as a web page, the length of time you keep your test running will directly affect your sample size.

5. Make sure only running one test at a time on any campaign

Multiple tests for a single campaign can confound results.

For example, how can you tell which modification caused the rise in leads if you A/B test an email campaign that links to a landing page while also A/B testing that landing page?


In this guide, we learned a lot of things and we can understand everything very easily. We discussed the introduction of the A/B testing in Digital Marketing, and A/b testing Use Cases, and also mentioned the five important processes of the A/B testing step-wise.

We also wrote every type of A/B testing tool which are used for testing. We even learned the major part of this guide’s most effective ways or techniques of A/b testing in digital marketing.

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