{"id":5081,"date":"2019-10-17T06:08:27","date_gmt":"2019-10-17T06:08:27","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=5081"},"modified":"2025-04-19T14:31:27","modified_gmt":"2025-04-19T12:31:27","slug":"what-is-a-b-split-testing","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/what-is-a-b-split-testing\/","title":{"rendered":"What is A\/B split testing?"},"content":{"rendered":"<section class=\"l-section wpb_row height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_3-1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-image align_center\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"680\" height=\"454\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/10\/shutterstock_376175713-e1571237540970.jpg\" class=\"attachment-full size-full\" alt=\"DSM Digital School of marketing - A\/B split testing\" loading=\"lazy\" srcset=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/10\/shutterstock_376175713-e1571237540970.jpg 680w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/10\/shutterstock_376175713-e1571237540970-600x401.jpg 600w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/10\/shutterstock_376175713-e1571237540970-300x200.jpg 300w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><\/div><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>The term \u2018A\/B testing\u2019 (which is also known as split testing or bucket testing) is a methodology employed to compare two versions of a webpage or app against each other in order to ascertain which one performs better. A\/B testing is ultimately an experiment where two or more variations of a page are displayed to users at random. Then, statistical analysis is used in order to determine which variation performs better for a given conversion goal.<\/p>\n<h2><strong>What type of data does A\/B testing allow you to gather?<\/strong><\/h2>\n<p>Performing an A\/B test that directly makes a comparison between one variation and a current experience allows you to ask focused questions about alterations to your website or app. Once this change has been effected, A\/B testing then allows you to collect data about the impact of that change.<\/p>\n<p>Putting together a website or email marketing campaign is the first step in digital marketing. Once you have a website in place, you\u2019ll want to know if it assist with, or hinders, sales. A\/B testing allows you to know what words, phrases, images, videos, testimonials as well as other elements which work best. Even the easiest changes can influence conversion rates.<\/p>\n<p>In one test which was conducted, a red CTA button outperformed a green one by 21%. This is based on 2 000 page visits. If such a minor change can get people to click, you\u2019ll want to know what other elements of your page might have an impact on conversions, traffic, and other metrics.<\/p>\n<p>A\/B testing takes the presumptions out of website optimisation. It enables data-informed decisions that shift business conversations from &#8220;we think&#8221; to &#8220;we know.&#8221; By evaluating the impact that changes have on your metrics, you can ensure that every change on your website produces positive results.<\/p>\n<\/div><\/div><div class=\"w-video align_none ratio_16x9 has_iframe\"><div class=\"w-video-h\"><iframe title=\"Vimeo video player\" src=\"https:\/\/player.vimeo.com\/video\/282466416?autoplay=0&loop=0&autopause=0&color=00adef&portrait=0&byline=1&title=1&controls=1&muted=0\" frameborder=\"0\" allow=\"autoplay; fullscreen\" allowfullscreen loading=\"lazy\"><\/iframe><\/div><div class=\"w-video-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/div><\/div><div class=\"w-separator size_medium\"><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h2><strong>Methods of A\/B Testing<\/strong><\/h2>\n<p>There are a number of ways in which you can carry out A\/B testing. Here are two fantastic how-to guides on the best way to carry out this type of comparative testing.<\/p>\n<h3><strong>User Experience Test<\/strong><\/h3>\n<p>If you want to see whether moving a certain <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/the-best-call-to-action-on-a-website\/\">call-to-action<\/a> (CTA) button to the top of your homepage &#8211; instead of keeping it in the sidebar &#8211; will improve its click through rate you can A\/B test this theory. In order to carry this out, create another, alternative web page which reflects that CTA placement change. The existing website design &#8211; or the &#8220;control&#8221; &#8211; is Version A. Version B is the &#8220;challenger&#8221;. When you\u2019ve set these pages up, test these two versions by showing each of them to a predetermined number of site visitors. Ideally, the percentage of visitors seeing either version is the same.<\/p>\n<h3><strong>Design Test<\/strong><\/h3>\n<p>If you want to ascertain whether changing the colour of your CTA button can increase its clickthrough rate, to A\/B test this theory, design an alternative CTA button with a different button colour that leads to the same landing page as the control. For instance, if you usually use a red call-to-action button in your <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/what-kind-of-digital-marketing-courses-does-dsm-offer\/\">digital marketing<\/a> content, and the green variation receives more clicks after your A\/B test, this could merit changing the default color of your call-to-action buttons to green from now on.<\/p>\n<h2><strong>Benefits of A\/B Testing<\/strong><\/h2>\n<p>There are several benefits to A\/B testing. Here are a few of these:<\/p>\n<ul>\n<li>Increased Website Traffic: Testing different <a href=\"https:\/\/digitalschoolofmarketing.co.za\/blog\/how-to-supercharge-the-impact-of-your-blog-content\/\">blog<\/a> post or webpage titles can change the number of people who click on that hyperlinked title to get to your website. This can increase website traffic as a result.<\/li>\n<li>Higher Conversion Rate: Testing different locations, colours, or even anchor text on your CTAs can change the number of people who click these CTAs to get to a landing page. This can increase the number of people who fill out forms on your website, submit their contact info to you, and &#8220;convert&#8221; into a lead.<\/li>\n<li>Lower Bounce Rate: If your website visitors leave (or &#8220;bounce&#8221;) quickly after visiting your website, testing different blog post introductions, fonts, or feature images can reduce this bounce rate and retain more visitors.<\/li>\n<li>Lower Cart Abandonment: Ecommerce businesses see between 40 and 75% of customers leave their website with items in their shopping cart. This is known as &#8220;shopping cart abandonment.&#8221; Testing different product photos, check-out page designs, and even where shipping costs are displayed can lower this abandonment rate.<\/li>\n<\/ul>\n<p>A\/B testing is an extremely powerful tool in a digital marketer\u2019s arsenal as this process helps them to test the effectiveness of the various campaigns that they put together.<\/p>\n<h2><a href=\"https:\/\/digitalschoolofmarketing.co.za\/contact-us\/\">Get in touch with the Digital School of Marketing<\/a><\/h2>\n<p>To learn more about other digital marketing techniques, the best course of action to take is going on a digital marketing course like the one that we offer. To learn more, <a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/marketing-management-course\/\">please visit our website<\/a>.<\/p>\n<p><a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/digital-marketing-course\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-759 size-shop_single\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2018\/08\/DSM_Footer04-600x96.jpg\" alt=\"DSM Digital School of Marketing Digital Marketing course registration\" width=\"600\" height=\"96\" \/><\/a><\/p>\n<\/div><\/div><\/div><\/div><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-btn-wrapper align_justify\"><a class=\"w-btn us-btn-style_2\" href=\"#enquiry\"><span class=\"w-btn-label\">Enquire Today<\/span><\/a><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">Blog Categories<\/span><\/span><\/h3><div class=\"wpb_text_column us_custom_5cd26a65\"><div class=\"wpb_wrapper\"><ul>\n<li class=\"cat-item cat-item-1\"><a href=\"\/blog\/content-marketing\/\">Content Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/digital-marketing\/\">Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/cyber-security-blog\/\">Cyber Security<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/graphic-design-blog\/\">Graphic Design<\/a><\/li>\n<li class=\"cat-item cat-item-3\"><a href=\"\/blog\/public-relations\/\">Public Relations<\/a><\/li>\n<li class=\"cat-item cat-item-4\"><a href=\"\/blog\/seo\/\">SEO<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/social-media-marketing\/\">Social Media Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/web-design-blog\/\">Web Design<\/a><\/li>\n<\/ul>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">You might also like<\/span><\/span><\/h3><div class=\"w-html\"><ul><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/social-media-marketing-blog\/zero-moment-of-truth-benefit-social-media-marketing\/\" rel=\"bookmark\">Use the Zero Moment of Truth to Benefit your Social Media Marketing<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/your-complete-guide-to-ppc-marketing-basic\/\" rel=\"bookmark\">Your Complete Guide to PPC Marketing Basics. 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