What marketer doesn't love a good A/B test? It's like your fourth grade science experiment all over again -- except this time, you can actually use the data in exciting and practical ways.
A/B testing, also known as split testing, is a method for comparing two versions of a webpage (or more broadly, any part of the digital experience) so you can see which performs better. The point is to continuously test different elements in order to optimize the customer experience and improve certain results, which typically includes things like conversion and overall engagement rate, traffic volume and quality. At Invoca, we've even seen customers use call intelligence in their A/B tests so they can track how a given variation drives conversions online and over the phone.
A/B testing is incredibly valuable, and every marketer should, at the very least, be conducting basic tests on their website and landing pages. The trouble is there is almost an infinite number of ways to test a website. There are colors, copy, page layouts, offers, button styles, imagery, and so much more. It's enough to overwhelm and paralyze any beginner.
If that sounds like a familiar problem, you're not alone. To get in the testing groove, check out A Newbie's Guide to A/B Testing from the team at Visual Website Optimizer.