A/B testing can be a game-changer, as evidenced by the insights from eleven marketing experts, including Chief Marketing Officers and CEOs. From enhancing landing page clarity to amplifying brand awareness with Reels ads, discover how these professionals harnessed the power of A/B testing to significantly uplift their campaign’s performance.
Q: What Are the Benefits of A/B Testing in Marketing Campaigns??
A: Integrate Landing Pages for Better User Experience
A/B testing makes a significant impact when applied to call-to-action statements and the format of a campaign landing page. I advise most clients to build campaign pages directly on their website instead of using a third-party tool. I’ve seen multimillion-dollar campaigns underperform simply because the user experience was restricted to a single landing page without access to the broader site navigation. By integrating campaign pages on your website, you provide users with a seamless journey, allowing them to explore additional content that supports their decision-making process, ultimately increasing conversion rates and learning more about audience interests.
Neuroscience suggests that it is harder for our brains to process making a decision than it is to select from options. That’s why I always recommend thinking of Call to Actions (CTAs) in terms of “appetizers” and “entrees.” If your user isn’t ready to commit to the full meal, what smaller actions or content can you offer to satisfy their curiosity and keep them engaged? A/B testing CTAs that cater to both casual browsers and ready-to-convert visitors can guide users down the funnel at their own pace, significantly improving engagement and overall campaign performance.
Marketers often face executive pressure to focus solely on sales-qualified leads, but valuable conversion insights can also be found in the lead nurturing phase of the funnel, where marketing-qualified leads are developed.
Alyssa Puzzo, Digital Strategy Freelancer, Rising Tide Studio
