Our eye doctors are great researchers. Every day they conduct hundreds of A-B tests, “Is this one better, or is this one clearer.”
In marketing today, testing is key to conversions. A-B testing is a basic way to compare two versions of an ad or marketing effort. Sometimes even the smallest change yields incremental results.
A-B testing can help you market better to see what will pull better or result in more clicks or form fills. We use A-B testing in our digital media buying to help know which ads are more effective on each medium (yes, ad A may be better on Facebook, but ad B is more successful on Google). But remember, correlation doesn’t imply causation and can lead to what researchers call spirituous correlations. So the large button on the ad for one experiment does not mean all buttons should be large to be successful.
We’ve found that you can test radically different approaches to see which leads to more conversions (likes, shares, clicks and form fills). So you can test one ad with a cartoon image against ads with more realistic photos. Or, you can test small differences to see how you can optimize your products and services marketing.
Take a look at the bag of Cascade. There is a small difference between the two bags on the shelf. Can you see the difference? It is in the color of the pods. One is yellow, the other bag is blue. No other variable has been changed.
I’m sure in a few months you will only see yellow-pod bags or blue-pod bags. I’m rooting for the yellow pod.