When marketers create content, it’s tempting to use intuition to predict what will make people click and convert. But feelings aren’t measurable, which can be detrimental to your results – you need to know what works, and guessing won’t tell you.
That’s why you need conversion rate optimization (CRO) tests. The most common type of CRO is an A/B test, and it simply tests one variable in a piece of marketing content against another – a green CTA versus a red one, for example – to see what works better.
Consider using this checklist as you plan an A/B test:
Before the A/B test
- Pick a variable to test
- Choose a goal
- Create your pieces of content (with one variation)
- Determine your sample groups and sample size
- Decide how significant your results need to be
During the A/B test
- Use an A/B testing tool
- Test both variations simultaneously
- Run the test long enough to get substantial results
- Collect feedback from users
After the A/B test
- Focus on your goal metric
- Measure the significance of your results (HubSpot has a free testing calculator!)
- Take action
- Plan your next test
There are millions of variables that affect your content. The verbiage on your CTA. The location of the CTA. The color of the font. The font itself. The use of bullets versus bolding or italicizing important text. How many questions a form has. The list is truly endless, and to get the most out of your content, you need to know what works.
And A/B testing can tell you.
For more information on this checklist, look here.