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.
Here are the Best A/B Tools on the Market
The best tool depends on the best use of it, and that will vary by customer. Still, a few tools stand out among the rest.
VWO: This is one of the easiest A/B testing tools to use. Its visual builder lets marketers create campaigns quickly, and it’s got a built-in heatmap tool to let them track browsing and click behavior.
Google Analytics Experiments: For marketers who are looking to test a lot of possible versions, this is a good choice. It allows for testing of up to 10 full versions of a web page. The Content Experiments API lets users run tests on the server side, and also allows them to change content without redirects.
Adobe Target: For users who want to see visitor responses to different versions in real time, Adobe Target has a very cool guided testing/targeting workflow. Its customizable graphs and different reporting options are useful for the reporting-conscious marketer.
Optimizely: The automated goal-tracking feature is one of Optimizely’s best, and it lets the user track multiple goals as testing occurs. Its new personalization offering has behavioral targeting with visual tagging, among other features.
Vanity: For marketers who are open to open source, Vanity is available for experimentation. Users can integrate Google Analytics with Vanity’s dashboard, and because it’s open source, it’s free.
Marketers who can test and act quickly on results will appreciate the tools that make it possible. Don’t overlook A/B testing as part of the whole MarTech package.