A/B Testing in Digital Marketing

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Written by Kaja Bogojevic

A/B Testing in Digital Marketing

A/B testing is a type of content experiment in digital marketing. For example, marketers make two variations of a landing page or web page to see which one performs the best against set marketing objectives.

Because different businesses have different targeted markets, marketing campaign outcomes may differ. The fact is – many companies are increasing their marketing success with the application A/B testing. That is why you should also use this method to identify the most effective content strategy.

Why use A/B testing?

To conduct an A/B test, you should create two different versions of the same piece of content, each with a single variable changed. After that, you’ll present these two versions to two audiences of similar size and see which one performs better over time (long enough to make accurate conclusions about your results).

A/B testing gives you information that allows you to maximize your traffic while avoiding costly mistakes. For example, before running a display ad campaign that drives people to a product page on your website, run an A/B test on that product page. Comparing the results will help you determine the campaign with the highest possible chance of converting customers without spending money on ineffective clicks.

What is The Difference Between Split Testing and A/B Testing?

A/B testing focuses on investigating performance improvements by making tiny changes to specific website elements. It then evaluates any changes in clicks or conversions.

On the other hand, split testing evaluates the difference in performance between two different pages.

What Are The Best Elements to Use For an A/B Test?

1. Headlines and Copywriting

It is unlikely that your website visitors will stick around for long if your headlines are not engaging since they are the first thing visitors see when they arrive on your page.
Other minor factors can make a big difference, such as anchor text for your CTA link or the color of the text of your CTA button.

This can also apply to your headlines and copywriting on the ad itself. You can, and you should always test different headlines & copywriting on creatives first.

2. Landing Pages

You must convince users to take advantage of the offer presented to them before leaving your landing pages. If they do not, you lose a possible transaction.

You can see where visitors are clicking on your landing pages by using something called a heat map. If you collect this data before running an A/B test, your hypothesis will have a better chance of being correct, and you will learn which aspects of your landing page are crucial to test.

3. Product Descriptions

In the world of online retail, the most successful product descriptions are often rather succinct.

The material a customer consumes should be concise, easy to understand, and provide them with essential information on a product. Additionally, you may test the product description design. You might, for example, compare the paragraph text to the bullet point version.

A seemingly small factor may significantly impact conversion rates, such as bullet points.

4. Call to Action

A call to action is critical when your goal is to get the user to do something. Whether buying your ebook or subscribing to your newsletter, a CTA button plays a significant role in your conversions.

Changing just one word in your call to Action (CTA) may affect conversion rates. There are some other objects that can affect campaign performance, such as:

  • Color of the buttons and text
  • The contrast between the buttons and text
  • Object size
  • Object shape

5. Images, Video, and Audio

If you have access to a video library, comparing video testimonials to textual ones or shorter infographics to more extended versions is an excellent idea for you to try. Another option is to A/B test lengthier versions of infographics.

Even stock photos may affect your A/B testing, which is especially important if you do not yet have a video channel or resource page. For example, if you have a picture of someone pointing at your headline or call to action, the image will naturally bring user attention to that component of your content.

6. Email Subject Lines

The subject lines of emails have a direct influence on the open rates. If a subscriber doesn’t find anything in the email that captures the attention, it is quite probable that the message will be discarded.

Using the A/B testing method may improve your odds of getting people to click on your subject lines. For example, try using questions instead of statements, compare the effectiveness of various power phrases, and think about utilizing subject lines with and without the use of emojis.

7. Creatives

Last, but not least, you have, and must test creatives. Depending of the traffic type you’re running it, the best option is to put as many creatives as you can.

For example, if you are running some campaigns on banner traffic, you should test at least 3 different images to see which one gets the best CTR and from which one conversions come the most. The one with the most conversions is probably describing the content on the landing page the best.

On the other side, if you are making a Facebook Ad, you should always do A/B testing with different images, headlines, and descriptions, and start with at least 3 variations. You can even do A/B testing with image and video with the same headline and description and see if the image or video performs better.


A/B testing is one of the most effective methods for determining which design appeals to your potential customers. In addition, this is a great way to determine which copywriting strategy motivates them to take action right away.

As a result, you’ll get successful campaigns, increased conversions, and valuable input for your overall SEO and marketing strategy.

Kaja Bogojevic

Kaja Bogojevic

Content Marketing Strategist at Coinis Ltd


One of the most creative teammates, Kaja is always here to inspire us with interesting content and information gathered from the most reliable sources and experience.

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