O que é teste A/B e por que você deve adotá-lo com mais frequência?

What is A/B testing and why should you adopt it more often?

Digital marketing has enabled the creation of several tools that can map user behavior and leverage your online commerce. Thanks to it, we can use the right techniques to reach the ideal consumer at the most opportune moment. One such tool is variable testing, known as A/B testing. But do you know what A/B testing is?

In today's article, we will explain more about this technique, indicate what can be tested, how to perform the test, and even present good reasons to adopt it in your e-commerce. Are you ready? Let's go!

What is an A/B Test?

An A/B test, basically, consists in presenting two versions of the same variable to users with the objective of identifying which one presents the best result. It can be more interaction, more conversion into leads, more conversion into clients, depending on the objective.

Generally, this type of test is applied when you think of trying something different on the site, but it is not yet possible to know whether the impact of the change will be positive or negative. It is also used when your results are not so satisfactory and you need to investigate why.

In these scenarios, A/B tests are good alternatives, since with small changes you can already investigate efficiently what works and what doesn't work on your platform. This is good, as it prevents the opinion of one member or team from prevailing over what should actually be changed.

Moreover, these tests are relatively simple to do, and there are even tools that automate the whole process.

How Can A/B Testing Be Done?

To perform A/B tests, first of all, it is necessary to have in mind what the goals are with the procedure so that the result can be corresponding. With the goals established, the ideal is to create a detailed plan, including which variables will be tested, how the answers will be evaluated, and which metrics are most important.

Regarding the tests, it is very important to pay attention to the analysis period, since depending on the objective and the data verified, it can take from 3 hours (in the case of email marketing) to days (when talking about blog post, for example). In addition, the amount of traffic can influence the period, since the higher it is, the shorter the period tested can be.

It is also essential to evaluate only one variable at a time, so that the results are more accurate, and remember that the A/B model requires that the tests be done at the same time. The sending to both groups must be simultaneous, as date and time are also factors that can influence the conclusions.

Any results obtained in the analysis should be considered, because they may mean something. It is also worth noting that larger samples tend to present data closer to reality.

What Can Be Tested?

Basically, any element of your digital marketing strategy can be evaluated. Check out the list of the most common ones:

  • titles and intertitles;
  • CTA (Call to Action)
  • images or videos
  • description of offers
  • data in forms;
  • design elements;
  • URLs;
  • landing pages.

What are the advantages of A/B Testing?

A/B testing provides some advantages for digital marketing strategy. The first is the chance to get real feedback from users, allowing decisions to be substantiated, decreasing the chance of mistakes. Secondly, because this type of analysis ensures the possibility of adjustments during the execution of the campaign and, finally, it generates learning in relation to what promotes better effects with your potential customers.

So, did you know what A/B testing is? This strategy is a great option for those who want to increase conversion, highlight the e-commerce and beat the competition.

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