Do you test marketing and branding practices?

What works and what doesn’t work in digital marketing is a science with many variables. To separate and focus in on the best result you should test two versions.

In digital marketing, A/B testing, also called split testing, is randomised experiments with two variants, which is used to come up with best practices on marketing metrics such as clicks, form completions, or purchases. You should produce a plethora of different marketing messages, images and interfaces to test opt-in forms, registration sequences and landing pages.

A common mistake is to execute a randomised experiment without really knowing your audience and what kind of tasks they need to resolve. Split testing should focus on something that solves substantial problems. Form a hypothesis about what would happen if a change was made.

The general public increasingly turns to the Internet and digital tools to solve any problem, and we, as digital content providers, need to look at what we do as 'service design development'. The split test methodology can be applied to more than just digital interface design, including different versions of customer promises and value suggestions.

“Focus on the big wins.” – Derek Halpern

Seemingly personal choices about marketing such as visual elements, text, layout and visitor flow can be made objective using split testing. But first: Talk to and observe your audience and come up with satisfactory solutions to the primary goal of your activities.

While it’s important to have beautiful and functional interfaces, you need to verify what to say before you decide on how to say it. The fact you can test design solutions changes the profession of design and marketing from a monologue to a conversation.

If you position the smaller rocks first, you won’t be able to fit in the bigger rocks. Start testing the idea, then the style. Split testing for a business builds a culture of data-driven decisions that focus on the preferences of the audience.

Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.