4 Different Elements to A/B Test in Your Marketing

June 1, 2023
Spotlight Branding

ALWAYS. BE. TESTING!

The best marketers are the ones that enjoy split testing their campaigns. However, it takes a different mindset because marketing revolves around failure.

However, instead of thinking about all the things that failed, you’re finding new ways that didn’t work. (Thomas Edison has a similar quote about his attempts to create the light bulb.) That’s because marketing NEVER has a true end goal. There’s always something that can potentially be improved.

Here are 4 easy things you can be testing in order find the best results in your marketing.

1. Email Subject Lines

Got an email newsletter? Try different subject lines and see what gets a better open rate. Maybe it’s the title of your featured article versus the name of your business + “Newsletter.” Maybe it’s something like “September Updates from Smith Law Firm” versus the title of a featured video. There are tons of possibilities.

2. Headlines

Certain integrations (we use Zoho PageSense) can allow you to A/B test different headlines on your website and landing pages. You can try various emotional approaches, sizes, and lengths to try to grab people’s attention.

3. Image/Video Placement

Do images or videos work better at the top, bottom, or somewhere in the middle? You can use heatmapping and session recording tools like Zoho PageSense or Microsoft Clarity to understand where people are focusing their attention while on your website.

4. Calls to Action/Buttons

Different button colors and call to action texts can have a HUGE affect on your conversion. Test different things and see what works!

NOTE: Do NOT…under any circumstances…test more than one thing at a time. Many inexperienced marketers get too enthusiastic about their split tests and run several different variants at once. The problem results in not knowing exactly why a variant performed the best out of a group. Just stick to a Champion vs. a Challenger and make quick decisions. Test for a couple of days or even a week.

Also—your A/B tests don’t have to be an even 50/50 split. If you have a champion variant you like and works well, you can go 60/40, 70/30, 80/20 or somewhere in between!

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Spotlight Branding

Spotlight Branding is a content marketing and branding firm for lawyers and other professionals. Our goal is to help you create an online presence that positions you as a credible expert in your field, keeps you connected with your network in order to stay top of mind and increase referrals, and to become more visible online so prospects can find you!