Marketers need to be creating content with powerful imagery or videos and a CTA that resonates with the audience, especially in a fast-moving competitive online environment
That’s where A/B testing comes in – or ‘Champion Challenger’ as it’s called in the Marketo world.
In short, A/B testing is a tried and tested method based on data that allows you to compare two versions of something to work out which one is performing better. It can be used to evaluate everything – right from website design to headline titles and even font type.
Here are three of our go-to A/B test examples to boost your marketing performance on Marketo Engage – as found in our training program.
With nearly 800 billion emails being sent every day – inbox competition is real.
Changing something simple such as the subject line, call to action button or length of the email can improve open rates, click-throughs or conversions.
Watch this video Demo: Using an Email Send for an A/B Test to try out A/B testing on emails for yourself.
Landing pages are often the first impression of a company after clicking through on a link and well, first impressions count.
Altering the layout, text length or CTA can make a big difference on the onward journey the customer decides to take.
Watch this video Demo: A/B testing landing pages in Marketo to improve conversions from landing pages.
You may also choose to A/B test the different program types against each other i.e. a live event versus on demand event to see what gets most traction with your audience.
See it in action in this demo; A/B testing on other program types
Remember – the online world moves fast.
Don’t get too hung up on results – if something didn’t work so well, revert back to the previous version or try something new next time. Try to make A/B testing a regular part of your marketing strategy to continue an improved performance level.