The Comparison Game: Effective A/B Testing and Why It’s Important
It can sometimes feel like your marketing results are out of your control. But what if there was an easy way to manage, evaluate and improve your marketing campaigns as they’re happening?
One of the most under-utilized tools brands have at their disposal is A/B testing. With A/B testing, companies can run the same offer, but with two different creatives.
Whether trying different messaging, visuals or offer types, with A/B testing your campaign success can be measured and monitored at your fingertips.
For example, using Sparkfly’s A/B testing functionality, a brand could run a Facebook campaign with one brand-led ad and one seasonal ad. If one version is performing significantly better than the other, the under-performing ad can be updated with new creative to see if that impacts the performance.
Without an A/B campaign, you’re missing a valuable opportunity to evaluate what really resonates with your customers.
Even worse, you’re potentially setting yourself up to rely on an ineffective marketing strategy indefinitely.
And it’s not the just act of comparison that’s important. The timing is also critical. Many brands run A/B campaigns and don’t evaluate the results until months later. If it turns out that you ran an ineffective campaign, at that point it’s too late to do anything about it.
With Sparkfly, you can monitor campaign results in real time for any digital channel. If something is under-performing, you can make a change while the campaign is still in-flight, maximizing the effectiveness of your campaign moving forward and preventing a total loss if something isn’t quite right.
We believe A/B testing can help everyone optimize marketing spend and boost campaign success. If you’re ready to try it out, contact Sparkfly today.