How do you get deeper insights into your audience's behavior and preferences with A/B testing?

A/B testing is when you show different versions of the same webpage to different people. A/B testing is generally used to optimise conversion rates, so you show a certain percentage of users the page with a new feature, and the rest will see the page without it. You then compare the relative conversion rates of both pages. if there is a statistically significant difference between them, then you can say that the feature led to an increase/decrease in conversion rates.

A/B testing works best whenever you lack certainty over how to structure an email campaign, or what type of format to use. Sometimes it can be very obvious that a certain email title is better than another, but sometimes it might not be as obvious. In those instances, it can be useful to A/B test both subject lines and see which of them performs better.

The number one reason you should invest in A/B testing is that it helps you generate more conversions with the same traffic. You can significantly increase conversions with the same marketing budget. In times when it gets hard to get a decent marketing budget, you can run A/B tests to improve sales and revenue. And this is quite helpful in proving marketing ROI and justifying marketing spend (ROI).

Try to only change 1 variable per test (eg. just change the title, or the call to action). If you change multiple things at the same time, your results might be misleading because you won't be able to identify which of the changes had an actual impact and which ones didn't.

A/B tests are generally done in order to spot statistically significant differences between both variations. Start by making sure you actually have a big enough sample size. One common mistake people make is they'll end up running tests on a too small data set, which will result in false positive results. Lastly, be wary of how much content is being changed between the variations. Keep it to a minimum, so that you'll know for sure what made the difference in the results.

Here are some creative approaches to dig even deeper: **Emotionally Charged Content**: Test content that taps into different emotions – excitement, nostalgia, curiosity. **Narrative vs. Informational**: Experiment with storytelling versus straightforward informational content. **Interactive vs. Static**: Test interactive content like quizzes or polls against static posts. **Daypart Testing**: Vary post timing based on different audience segments. **Micro-Copy Experimentation**: Test variations in your micro-copy elements, like CTAs, headlines, or captions. **Audio vs. Visual Content**: If applicable, test audio-based content like podcasts against visual content. #ABTestingInsights

Split testing is how you can gain a deeper level of granularity. Don't just run one single test, but run different variations of the same test for the different segments of your audience. This will help you figure out how certain variables perform for different groups of people.