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  • by Joy Thompson

    A/B testing has nothing to do with blood types! It involves exposing the public to two versions of something, A and B, and tracking click or conversion rates to judge which one is more successful. A/B testing should be a key part of your online marketing strategy.

    Why Use A/B Testing?

    Though it involves a bit more effort than just posting your pay-per-click ad and letting it fly, using A/B tests can vastly improve your overall conversion rate. Just because you only pay for the clicks you receive doesn’t mean you shouldn’t take the time to ensure your online ad is as attractive as possible to potential customers.

    What Gets Tested?

    Basically, anything that can appear differently on your ad can be A/B tested. Some examples include:

    • General layout
    • Images
    • Font types and sizes
    • Amount of text displayed
    • Colors used

    Proper Testing Strategy

    If improper A/B testing is set up, your results will be worthless. Just as A/B testing is used in science and statistics, you should eliminate as many variables as possible when running your test. For example, don’t test two different designs on different websites. Keep the position of your A and B ads as consistent as possible. Run each one for the same amount of time.

    Some sites will allow A/B testing to occur live — visitors will randomly see either one or the other. The ads will point to different temporary landing pages, allowing you to accurately monitor activity. With many sites, however, you can only post either one design or the other, so make sure you do it right.

    Choosing a pay-per-click advertising strategy is a good move for an e-commerce business. Get the best possible results by using A/B testing to construct the most effective ad. The experts at Exults are always happy to help!

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