What is A/B testing? A/B testing is simply showing something to half, or a portion, of your traffic (A) and something different to the other half, or segment (B). It can also be called split testing. A/B testing can either be used to test something new on a small segment of your audience, or to see which variety of messaging works better.  

Important tips for A/B testing

  • Make sure each audience segment is split randomly
  • Only change one element at a time. If you want to test different elements of a post you will need to carry out different A/B tests
  • Choose your metrics before starting the test. Don’t choose too many metrics – 1 to 5 is perfect
  • Don’t perform an A/B test on LinkedIn and assume what works on there will work across your other social media networks. Test and measure each network separately
  • Remember that you’re always gaining new followers and what they like will change. It’s important to keep A/B testing, even if you feel like you have that magic formula already

How can A/B testing help my brand?

A/B testing can help you understand what works best for your brand, without you having to spend any extra money. There are hundreds of marketing blogs which will tell you what to do and what not to do, but split testing allows you to see what really works for your business. The more you test the better your brand will get at social media marketing. You could test using different captions, locations, images vs videos, slightly differing images and lots more.  

What should I be A/B testing?

  1. Your text. You can split test using emojis, hashtags, emotional content, different tones of voice, as well as the length of your post
  2. Call to action. This is what you want people to click on, and the tiniest changes in wording and colour can make a huge difference. Try different CTAs like Book Now, Find Out More, Enquire Now, Buy Now
  3. Post title. This is one of the most important elements of your social media to A/B test. Try a number of different titles to see what people are more likely to interact with. Try a question, something short, something longer, a title with a digit vs a title without
  4. Layout of your ad. Social media channels allow you to use a number of different formats and layouts. Use a variety to see what works best for your brand
  5. Anything else you can think of!
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