Gone are the days of making decisions based on gut feeling or hunches! A/B testing enables marketers to make informed choices backed by actual data, significantly enhancing the effectiveness of your campaigns. If you haven’t been A/B testing recently, allow us to remind you why it is so important as part of any successful, data-driven strategy.
A Real-World Example
To underscore the undeniable advantages of A/B testing, let’s look at a case study from one of our clients. We decided to conduct an A/B test focused on one of the simplest yet often overlooked elements of digital marketing: the call-to-action (CTA) button.
The Test: Button Size and Prominence
In this specific A/B test, we experimented with increasing the size and therefore prominence of the Add to Cart button on their website. We compared this variation against the original design, leaving everything else constant. The objective was simple: to observe if a larger and more noticeable button would generate more clicks and, potentially, more conversions.
The Results: A Remarkable 46% Increase in Clicks
The data gathered from the A/B test was nothing short of compelling. The variant with the larger button size outperformed the original design by an impressive margin, leading to a 46% increase in Add To Carts. These results gave our client the evidence they needed to confidently update their CTA button, enhancing the user experience and likely increasing conversion rates.
What This Means for You
If you’re not a/b testing across the full funnel, you’re marketing efforts won’t be as optimised as they could be and you’ll be leaving money on the table. The majority of new clients who come to us aren’t a/b testing, they have never done CRO on their site and as a result, aren’t as profitable as they’d like. If you haven’t implemented A/B testing into your digital marketing strategy, let this serve as your motivation. The ability to base your decisions on real, quantifiable data not only eliminates guesswork but also empowers you to make choices that have a direct, positive impact on your revenue. No matter how minor a change might seem—be it the size of a button, the colour scheme of a landing page, or the wording of an email subject line—A/B testing allows you to evaluate its actual impact. So, if you’re looking to elevate your digital marketing strategy, making data-driven decisions through A/B testing is a necessity.
