A/B tests are a powerful tool for digital marketing. They let you test different versions of a web page, an email, or any other marketing element to determine which one works best and thus improve your conversion rate. They also help you get to know your audience better and learn what their preferences are.
In this post, we'll explain how to create A/B tests with HubSpot, one of the most popular inbound marketing tools.
What Is an A/B Test?
These tests are used in software or digital products to measure two variables and thus determine which of the two versions works best in your strategy. Elements that can be tested this way include emails, calls to action (CTAs), ads, and others, such as website pages.
Some of these A/B tests can be simpler than others, and when you run them, you should focus them on your main goal: improving performance and conversion.
Types of A/B Tests
You can find many types of tests, since it depends on the complexity and the variables you want to include in your comparison, but we'll tell you about the two most common:
- Simple test: Choose just one variant to compare, for example, the button color, the text, an image, or the design.
- Multivariate test: You can have more than two versions at once, and they're tested simultaneously.
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Steps to Create an A/B Test
Decide the number of variables you'll pit against each other: You can run a simple test or a multivariate one, focusing on the elements you think will have a direct impact on conversion.
Note: If you're just starting to experiment with A/B testing, it's best to choose the simplest version, so you can start measuring the results of one element at a time.
Set the goal of your test and how you'll measure it: Keep these two elements in mind to know where to direct all your optimization efforts.
Define your main version: Usually, version A is used as the main version, and version B is where you can make all the changes you need.
Publish your test: After creating your versions, it's time to test them. Set a time period during which you can monitor and track the results and changes. It may be very slow at first and you may not see significant results; don't despair, this will change over time.
Note: Keep in mind that it can take up to 30 days to reach the traffic needed for your A/B test to show significant results.
Gather the data: This data must be significant so that, through analysis, you can determine which of the versions meets your goals.
Plan other types of A/B tests: This type of test has to be run constantly. Don't limit yourself to choosing just one type of test; experiment and choose tools that can help you make this type of testing easier.
Benefits of Running an A/B Test With HubSpot
If you're not familiar with HubSpot, here are the details.
: HubSpot is an all-in-one CRM software that can help you with your marketing, sales, and customer service strategies.
We highly recommend it for A/B testing, since we've seen an increase in conversions.
The first benefit of this CRM is that on any landing page, website pages, emails, and CTAs, you can create your A/B test using the fields you need, such as forms, copy, images, button placement, page color, etc.
The second benefit HubSpot offers is that you can create an adaptive test that lets you add up to 5 variables at once; the version that performs best is the one that will automatically be shown to future customers.
A third benefit is that through the Marketing Hub tool, you can modify emails with different variables so you can test them and see which one works best.
Finally, and without a doubt the best benefit, HubSpot lets you choose the percentage of contacts to send version A to and another percentage for version B; in the end, you'll be able to choose your winning test based on the metrics.
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In conclusion, the goal of having A/B tests in your strategy, besides conversion, is to measure the customer journey so you can analyze it and delight customers efficiently and effectively.
With A/B testing and HubSpot, you'll undoubtedly get the best information to determine what actions you should take to increase your company's ROI.
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