A/B testing is a method used to compare two variables of an interactive ad by showing them to different segments of an audience and seeing which one generates better results.
What to A/B Test?
Each element of an interactive should go through A/B testing to ensure it’s optimized. Start with the more important features and work towards minor details that might make less of a difference. You can start by testing:
Style of boxes or buttons
Before you start testing, become familiar with the process and the steps needed to have a successful a/b test.
Pick one element to test - There may be various features you’d like to test, but to get the best results start with one element. Otherwise, you won’t be able to track the results accurately.
Choose a goal - Before you run the test, identify what your goal is. Are you looking for click-throughs, downloads, time spent? This will help decide if the test was a success or not.
Hypothesis - Once you have decided on your goal, write down your hypothesis. This will help define your testing success.
Metrics and KPIs - You’ll probably be tracking various metrics but choose one to focus on. Along with the goal, this will help you measure the success of your campaign.
Audience - Select your audience and separate it into two segments. One will view the control version, while the other will see the variation.
Analyze - Once you’ve run your test, collect all the information and analyze the results. Did you get the results you expected?
Test again - Finally, start again and repeat the process with other elements or different metrics. The more data you collect the more you’ll be able to optimize your content.