Getting to the best campaign

A/B testing is a method in marketing research where variables in a control scenario are changed so the alternate strategy is tested. Testing different variables help to improve effectiveness of the final marketing strategy.

You test the variables by displaying two different message or creative concepts for your audience, and monitoring which performs best. 

For example, writing two different email subject lines and measure open rates. Or send two different variation of a display ad in order to measure conversions or click-through rates, ultimately to discern which one performs better.

An effective A/B test will include:

What does this look like in marketing? Your online ad may include the same copy, but best two different colors. Or an email might promote the same offer but include two different call-to-action copy, (or button color.) Testing landing pages is a common marketing practice,  with variation in content to see what resonates with your Ideal Buyer. 

You can also do this split-testing with your family to determine which recipe of your mac-and-cheese is the best. Let me know your results. 😁


Andrea Callahan inspires passionate & purpose-driven brands to maximize their strengths to craft an image that represents their WHY, and then use that WHY to position themselves as Industry Influencers; who share experiences that attract their Ideal Buyers. Callahan is a speaker, seminar leader, and the author of, "It's Your Brand ~ Make Your Identity Clear." Callahan is also the principal brand manager @ACIagency, a high-end boutique, integrated-marketing agency, specializing in helping locally-owned brands share their WHY.

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