Marketing is at its best when campaigns, tactics and strategies are built on research.
Of course, in our industry, the word “research” covers a lot of ground. It could mean searching for gold standard campaigns and modeling your plan on a best-in-class brand’s success story. It could mean shaping your approach based on evidence-based reports or statistics. Or, it could be informing your campaign through your own primary research, via A/B testing.
For our purposes, A/B testing compares two versions of a Web page to see which one performs better. Basically, the process allows us to figure out which version brings in the most conversions.
Small changes can make a big difference in marketing. A few minor modifications to design, messaging or timing can lead to major gains in conversions. By using a measured and strategic approach to deploying these changes (and keeping track of what works) you won’t just make an impact on your current campaign – you’ll create a roadmap for success in future projects…
