A/B tests (also known as split tests) are a tool widely used in Digital Marketing that allows, as the name implies, to carry out tests by changing only one variable and evaluate which option produces the best results.
How it works?Usually, A/B tests have 2 distinct elements of analysis: The so-called 'control' (A) which refers to the original version of what is being tested, and the 'variation' (B) which refers to the new version.
This type of tests are usually used in advertisement, such as
Google Ads or
Facebook Ads, in
email marketing campaigns or on
landing pages, when a need to optimize some metrics is detected. Imagine, for example, that you are directing an ad to a certain landing page, and that it is generating a very low number of conversions. By carrying out a test with a new version, you can find out if this poor performance is merely related to the elements of the landing page.
The contents that most often change are:- Titles;
- Images;
- Layout of elements;
- CTAs (call-to-action);
- Colors of visual elements;
- Form fields;
Once the testing period is over, you can proceed with the analysis of the results and choose the option that produced the best results considering your goal. It is recommended to test the variation of only one element per test, otherwise it becomes more difficult to see what was the difference that led to the results.
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