Tools for A / B testing, or new "friends" of marketers

The life of a modern marketer requires constant upgrades to improve efficiency and systematize the work. One of the important points is special tools for conducting A / B testing such as Optimizely and Unbounce.

Let's start with a small terminological digression about what A / B testing is.
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From eng. A / B testing, Split testing is a method of marketing research aimed at comparing the results of marketing messages through test groups. This method is used to understand which communication options create the best target when interacting with the consumer.

In today's issue we will analyze what benefits they can open to marketers.

They allow you to optimize your campaigns, helping you to test several variants of advertisements, experiment with the design and textual content of emails, landing pages and other marketing content, finding the most effective and efficient solutions.

Developer independence

Using the tools for A / B-testing, you can not waste time communicating with developers, while analyzing several options of web pages on the site or running testing advertising campaigns. Intuitive interfaces of this kind of tools allow marketers to control the process completely independently.

Target for different target audiences

Enhanced targeting capabilities will allow you to run A / B tests for specific users and get detailed results. For example, you can target users by advertising campaign, location, device type, cookies, and many other parameters. Run tests on the main page of the site only for direct visitors or check various calls to action for users from regions.

Tests for specific devices

Tools for A / B testing allow you to easily optimize campaigns for any type of device. For example, by running testing on smartphones, you will determine which landing page has brought the highest level of conversion. This will optimize the page specifically for mobile users, and not guess where the conversion took place - on the desktop or via the mobile.

Simplify Tag Manager

Tag management tools have opened up to marketers the possibility of easy implementation of technological solutions on the site. You can add scripts to your A / B testing tool instead of “digging” into the site code. This organizes the work and allows you to regularly run A / B testing without the need to add new code to the page.

Integration of call data into your results

A / B testing is an extremely popular optimization rate. But in the case when you do not have the ability to track all conversions, the information extracted from testing becomes less significant. With the software for determining calls, marketers can track offline conversions with the same level of detail as online.

With the integration of call tracking data (which is in A / B testing tools), you get the opportunity to track which option brought the most conversions, due to which you can optimize call conversion.

Of course, this list of advantages of tools for A / B testing can be continued and supplemented, given the high rate at which modern marketing and software for its optimization is developed. But it is important to remember that when introducing any new instrument, it is necessary to take into account the specifics of the company and the characteristics of the target audience. Then your indicators will grow without affecting the quality of communication with users.

And how do you use A / B testing in a company's marketing activity? Leave the answers in the comments.



BYYD • Mobile Advertising Platform