As automation, analytics and real-time bidding make marketing a more rigorous and ROI-conscious discipline, the pressure to make sure each message is perfectly crafted and targeted only rises. That’s where A/B testing comes in.
A/B testing compares the response to versions of messages with different subject lines, landing pages, articles or other content. The results show which message or part of the message has the best conversion rate.
There are a number of tools for A/B testing, but which one should MarTech providers offer as part of their suite? It depends on the type of customer they are trying to appeal to.
What Tools Should Do
There are a few things that any A/B testing tool should be able to do. It should be able to create testable differences across all the types of content a marketer has at their disposal: headlines, websites, emails and so on.
The tool should create the different versions easily. Today’s marketers may need to use more technology than their predecessors, but it’s not always part of their skill set; as a result, they’ll be most drawn to tools that demand less time and brainpower.
Any good tool will make reporting on the tested versions’ performance easy and attractive. Marketers need to make professional-looking reports quickly, allowing them to communicate the value of a particular message to other stakeholders. Read more