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First things first what is A/B testing?

Quite simply it is the comparison between two formats of a marketing web-page, email, landing page to see which version will perform better.


Some examples of variations you can test include:

  • website copy
  • website calls to action
  • website form designs
  • website landing page variations
  • website landing page images
  • website visual media
  • website audio media
  • mobile site variations
  • email subject lines
  • email content
  • email sequences
  • ad images
  • ad video media
  • ad copy

So what are the benefits of A/B testing?


Let’s take a website checkout for example. Tracking a users journey to get more insight into what will push a potential customer to purchase and then refining the process over time will increase the conversion rate of your website and lead to more sales.

What can you do today and how can your business benefit?


A/B testing is not just limited to web-pages,  it applies to all areas of your business. Take your company’s Instagram account for example.  Over the next month why not try and come up will two methods of tagging your content with hashtags to grow engagement and network size. Set a time limit on the experiment and see which images and hashtag niche yields the best results. Once you discover a clear winner then stick with the formula.


With Instagram you can try other types of experiments:

  • time of day posted
  • Instagram story type
  • different kinds of image variations
  • length of caption
  • quotes vs questions.

Only by testing and learning will you start to make gains in your online marketing efforts.  A/B testing is a good way to optimise your time and budget.

Asher Gouldbourne

Author Asher Gouldbourne

I have a Strong foundation in Photography and Cinematography I have helped start dozens of companies from the ground up and specialise in creative media production, complemented by a knowledge of business marketing and user journey analysis.

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