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Wednesday 2nd February 2022

The importance of A/B testing - why is it so vital?

A/B testing brings you more business. Fact!

At Angels Media, we can run A/B testing on your emails, banners and landing pages to ensure optimisation of your advertising spend. This is a proven method whereby users get either A or B and we can monitor performance according to the user’s behaviour and interaction. Results from this lead us to better understand what campaign/element is performing better and what the audience engages better with. 

A/B testing helps to provide valuable and insightful data, leaving you to concentrate on other aspects of your business without having to deduce what works.

We provide and test one element only to determine exactly what performs best.  Examples are: ad text, CTAs (call-to-actions), colour or positions, layouts, images, landing pages or headlines, or any element of a marketing campaign or ad.

By comparing or experimenting with two versions of the same element, you can ensure you monitor the element that performs best and zone in on this moving forward.

You can A/B test the length of your paragraphs or text. Although short paragraphs tend to perform better, long text – especially when using storytelling strategies – have proven to be very effective. This will depend on the format and your campaign objective.

A/B testing gives you data that will let you know what elements your audience responds best to / engages best with, so you can use this in your marketing and advertising plans of the future.

Meanwhile, testing your CTAs will give you info about what wording / colours / shape / format / position, etc, has performed best in your campaign and what is most likely to lead to a significant increase in quality leads.

The wording and positioning of a CTA can be crucial, as can the colour. Research suggests that reds and oranges are best when it comes to attracting people’s attention. Red is typically the colour of danger or warning, but it also captures the attention more than any other colour. There’s a reason why stop signs are in red, after all.

A number of brands – from easyJet to Fanta – make heavy use of oranges in their branding, which again must be for a reason.

Red and oranges usually perform best, but to find which one works best for you, feel free to A/B test both colours in different copies and see which one gets more clicks.

To gather as many leads as possible from your CTA, testing would indicate where the form must be and when pop-ups should appear to capture the client at just the right moment.

Subject lines in emails are also key to whether or not the recipient opens them. Test what prompts the client to click. Is it a call to action? A question? A statement? A buzzword? A promise?

Do not stop testing once the results are in. By continuing the process, you will ensure that what you are doing is still valid.

For further advice on how A/B testing can improve your campaign performance, please email us at team@angelsmedia.co.uk or call 020 8663 4989.