A|B Testing Marketing Variables

image_pdfimage_print
A / B Testing
Ronn Torossian, CEO, 5WPR

There are a number of ways for companies to test their marketing and Public Relations campaigns. The best campaigns are the ones that are consistently tested, adjusted, updated, and improved. Improvements should be sensitive to the initial consumer responses to a campaign.

Pricing

As Miami’s Marc Roberts says, One of the variables that companies can test in their marketing campaigns is the pricing of the solutions they provide to customers. Companies can provide a free trial, a freemium, or even a time-limited money-back guarantee to customers. Each pricing model can then be tested to figure out which one works best for a business. For example, some companies might find that consumers respond more to a 14-day free trial instead of a freemium pricing scheme.

Tone

The tone and marketing content of a company can be tested by using different tones. Some companies might find that consumers prefer a company to communicate in a more serious tone, while other customers want an edgier one . Once a company does some tests and defines the tone that’s most effective, it should stick with it. That way, the business will have a consistent tone which consumers instantly recognize across all content and messaging from the company.

Content Types

These days, video content is a very powerful marketing strategy, as it helps over 80% of companies with lead generation. Over 90% of companies are satisfied with the return on investment (ROI) from video marketing efforts. But creating video content can cost a lot of time and effort, especially when compared to text-based content such as articles or blog posts. Yet in some cases, the switch from text to video-based content is just what a company needs to greatly improve its conversions. In fact, even a short video that’s only a minute long but is well-produced, can encourage visitors to take the next step in their buying journey.

Forms

Just a few small changes to a company’s form can measurably improve conversion rates. There are different things that companies can test when it comes to forms, such as their length and design, as well as smaller elements such as buttons. This helps companies determine which elements get the best results.

Copy

Companies should be testing various copy lengths for  their forms and their landing pages, as well as the lengths of social media content and email messages. For example, most of the time, shorter forms work better for many businesses. Finding the right length is also important for sales copy. Inappropriately long copy might be a contributing factor to low sales or conversion rates. If the sales copy is daunting or confusing, consumers won’t make any purchases. By testing out different sales copy, and by testing different ways it could appear on a page, companies can achieve the best version of a piece of copy, which will lead to more conversions.


Ronn Torossian on PR Trends in 2022About the Author: Ronn Torossianis CEO of 5WPR, a leadingNY Public Relations Firm.