What are A/B tests?
The history of A/B testing dates back to a time long before the internet. When much of the direct marketing and advertising strategy involved sending direct mail to people's addresses, due to the high cost of mailings, statistical analysis was needed to determine which direct mail formats were most attractive and, consequently, most effective in sales. Thus, A/B or multivariate testing was born. An analytical tool at the service of your marketing strategy.
A/B and Multivariate Testing on the Internet
With the emergence and development of the Internet, in addition to the evident need to measure results and user behavior in this new language, the ease of the digital environment favored the development and application of the multivariate testing technique on websites mainly through web analytics platforms.
O A/B test In the context of Internet pages, it basically consists of creating different versions of the same page and randomizing these versions, generating user behavior data relevant to improving layout and content, aiming to increase the conversion rate of previously established goals.
Google Analytics Content Experiments
One of the main new features of the Google Analytics analysis platform in 2012 was Google Analytics Content Experiments, which made it easier to implement analysis and A/B testing on websites who use it as a web analytics tool.
Using A/B Testing in Google Adwords
Although they are usually studied in terms of website traffic, A/B Testing is not limited to this; it is extremely valid in evaluating ad variations or statistical tests on campaign versions. In Google Adwords, they serve as an interesting technique for improving the Quality Score, the main factor that influences the cost of the campaign.
Using A/B Testing in Email Marketing
Email Marketing, as a widely used Digital Marketing tool, corresponding to the most widely used online activity, also has A/B Testing capabilities. Tools such as Mail Chimp bring this possibility within their core.
