The Educated Marketer


5 Reasons to Love A/B Testing

by Vicky Lynch | Jul 13, 2016

 |  college recruiting strategies, social media recruiting strategy


A/B testing will help you convert your visitors into bona fide leads.


We’ve spent a lot of time on The Educated Marketer talking about ways to increase your web traffic and enhance your content to make your website more effective. A/B testing is the last stop on a long journey to making your website and digital marketing efforts work for you. You need A/B testing once you already have a dynamite website with lots of traffic and relevant content.

A/B testing (otherwise known as split testing) is the process of comparing two slightly different versions of the same webpage, email or social media post to see which option leads to a higher conversion rate. Remember, in order for the test to work, it’s important that when you are running an A/B test, you only change one element at a time like the call-to-action button or an email topic line.

Still need convincing? Here are 5 reasons to love A/B testing:

  1. The cost is minimal and can lead to massive results

AdPushup recently revealed that companies spend $92 to bring a new customer to their website, but only $1 to convert them. So, clearly, it is much easier on a company’s budget to test for more conversions than to spend the money recruiting more website traffic.

  1. You could increase your email open rate

According to a GetResponse study, nearly 22% of emails in the education industry were opened in 2016, with a conversion rate of 2.75%. If you fall below these benchmarks, it may be time to test your emails. It can be useful to test the subject line, call-to-action, personalization or even the time of day that you are sending your emails.

  1. You can apply your successful results instantly

Many times as marketers, we conduct long drawn out focus groups or surveys that can take months to provide solid results. With A/B testing, Techtiplib points out that one week into a month long test, you might have an immediate winner. You can then immediately make that change to your website and start enjoying the results.

  1. You can take the guesswork out of marketing

Numbers don’t lie. I repeat, numbers don’t lie. You can test just about any element of your web and email efforts---copy, headline, call to action, verbiage, etc.--and you will get measurable results that will tell you what is working and what isn’t.

  1. It can help you enhance your content

Yes, we are back to content, the backbone of a successful inbound marketing campaign. A/B tests can help you determine what content is working for you and will give you the opportunity to choose a similar direction with future content.

So there you have it. Are you convinced yet? Still perhaps a bit confused about how it works? Stay tuned for our next post—The ABCs of A/B Testing.


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