A/B testing or split testing is a randomised experimentation process. It has two or more versions of a variable (web page) shown to different segments of website visitors to see which version has the higher impact and influences the most business metrics. A/B testing removes all the guesswork from a website that allows experienced designers to make data-driven decisions. The control or original testing variable refers to A in A/B testing.
Variation or a new version of the testing variable refers to B. The winner is the one that moves your business metrics in the right direction. Implementing the successful variations on pages or elements can help you improve your website and increase your business’s ROI. For instance, the A/B testing guide for LinkedIn content tests everything: target audience, background colours, visuals etc.
Steps to run A/B test for the LinkedIn content
- The first step is creating a campaign that you want to promote. Personalise the creative, bidding, cost, and other aspects of the campaign, then create a second campaign that is an exact replica of the first. The A/B testing guide for LinkedIn content provides all the steps regarding that process.
- Change one variable after you create two campaigns that are identical in every aspect. Consider the targeting, the image, or the caption and run the post against the two audiences. Before calling the test, LinkedIn suggests running the two campaigns for at least two weeks. Use an A/B significance test to monitor the results after two weeks.
- Make sure you track the results of your A/B experiments over time. Finally, evaluate the outcomes of your experiments (or create a long-term experiment) to learn more about your target audience and campaign success.
Types of A/B testing
Split URL testing
Split URL testing is the method that involves testing a totally new version of an existing web page URL to see which one performs better. Your website traffic splits between the old web page URL and the current web page URL, and the conversion rates of each are measured to determine the winner.
Multivariate testing (MVT) is an experimentation method in which several page variables are tested to see which combination of factors performs the best out of all the possibilities. It is more complex than a standard A/B test, and it’s best suited to advanced marketing and development specialists.
Multi Page testing
Multipage testing is a type of experimentation in which changes to specific items are tested over numerous pages. It enables you to provide your target audience with consistent experiences.