6 A/B Test Dos and Don'ts for B2B Brands

A/B testing, sometimes referred to as bucket testing or split testing, is an experiment in which your audience is exposed to two distinct versions of the same piece of content.

You develop two versions of a mobile app screen or web page, variant A and variant B.

The modifications can be a button, a small headline, or a complete redesign of the web page.

In this way, one can learn what works and what doesn't and change the marketing strategies according to the results.

It doesn’t matter what kind of business you are or what you’re selling—you can utilise A/B testing to learn more about your audience and the best way to reach them.

Here are six great dos and don’ts of A/B testing to motivate you to get rolling and conduct additional testing.

Do Test Different Variables

You can run A/B tests on a wide range of marketing-related variables.

Colour, style, size, timing, subject line, content offer, frequency—the options are endless!

The more variables you test, the more effectively you can hone your marketing strategies and improve the outcomes of your efforts.

Don’t Test Them All at Once

Smart A/B testers realise the significance of focusing on only one variable for each test.

How will you be able to determine why one call-to-action was more successful than the other if you're comparing the efficacy of two separate call-to-actions while adjusting two different variables, such as design and messaging?

Stick to one variable per test to avoid any guesswork.

Do Plan Your Test Before You Start

A/B testing should be thoroughly prepared before starting.

This involves outlining the steps that will be performed in response to the results.

One of the most critical considerations in A/B testing is how long to run the test.

An insufficient sample might result in an inadequate test and misleading findings.

Don’t Shy Away From Advanced Testing

Once you are confident with simple A/B tests, don’t be afraid to try more complex tests.

A/B/C tests, or page-level test designs, pit two completely differently designed pages against one another.

Although this may go against the advice to avoid testing many variables at once, it really makes sense if you think of the entire page as the variable you're evaluating.

Do Analyse Statistical Significance

After you complete the A/B testing, you will be given a result.

The statistical significance analysis will help you understand whether the difference in performance between the two versions is substantial enough for you to make adjustments or not.

Measuring statistical significance eliminates any uncertainty and helps in decision-making post A/B testing.

Don't Give Up on Significant Results

Don't give up if your analysis shows your test results to be insignificant.

This may occur from time to time, but it should not deter you from conducting additional tests.

Determining that your test was not statistically significant might teach you something: that the variable you were evaluating had little influence on the outcomes.

If changing the colour of your CTA button had no effect on the click-through rate, consider changing the button's size.

Want to learn more about the implementation of A/B testing and how it can help your business? Contact Brandupwise's in-house experts!

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