What is A/B Testing

A/B testing is the act of running a simultaneous experiment between two or more pages to see which performs or converts the best. Despite the name (A/B testing), the experiment can be conducted with as many pages as desired.
Once you have decided what to test on your landing page (e.g. headline, call to action, photography, adding a video etc.) – you can create new versions (or variants) of your page to enter into the experiment.
Naming Conventions
Champion page 
When you complete a test, you decide upon a winner (the page with the best conversion performance). This is the champion page.
Challenger page(s)
When starting a test, you create new versions (variants) to challenge the existing champion page. These are called challengers.
Page variant
This is a term for any new version of your landing page included in the test. The champion and any challenger pages are all variants.
Assigning traffic weight in an A/B test
Traffic is randomly assigned to each page variant based upon a predetermined weighting – for example, if you are running a test with 2 page variants, you might split the traffic 50/50 or 60/40. Visitors are typically cookied so that they will always see the same version of the page (to maintain the integrity of the test). The main factor that decides how much weight you would ascribe to your page variants during a test is timing – whether you are starting the test with multiple variants at the same time or testing new ideas against an established page.
Starting with multiple page variants
If you are starting a campaign from scratch and have several ideas about which direction to take, you can create a new landing page variant for each idea. In this scenario you would most likely assign equal weight (traffic) to each page. The reason being that you want to treat them equally and pick a winner (champion) as soon as possible. You need to drive a certain amount of traffic through test pages before the results are statistically significant or valid, and as you have no conversion data on any of the pages, it makes sense to begin your experiment from a position of equality.
Testing against a pre-existing page
If you have an established page that you want to try some new ideas out on, you would give your new page variants a smaller percentage of traffic than the existing champion to mitigate the risk inherent with introducing new ideas (which may not perform well).
4 Optin A/B Tests You Need to Do to Increase Subscribers:
A/B testing your marketing optins is one of the best ways to boost subscribers. After all, A/B tests give you the chance to make data-based decisions, rather than just guessing at what makes your site visitors subscribe.
Today we are going to take a look at some of the best optin A/B tests you can perform on your website to help you increase your subscribers, and improve your email marketing.
1. A/B Test Exit Intent Popups
Showing site visitors email optin forms as they are about to exit your website is a great strategy for convincing people to sign up at the last minute. But if people are seeing these popups, and still not subscribing, it’s time to take a look at why and test new ways to move the needle.
Try offering different incentives, changing button colors, or making adjustments to the verbiage. Run tests to see which one engages visitors more and leads to signups.
For example, we had one customer see an increase of 29% after changing the wording of their optin form from “Subscribe” to “Give me the Free Resources.”
Sometimes seemingly minor changes like this to your optin form can make a massive difference. That is why optin A/B testing is so important.
Hubspot also conducted an optin A/B test on one of their subscribe forms and found out that changing their subscribe button from green to red converted 21% more subscribers.
2. Test Floating Bars versus Slide-in Scrolls
If your static optin forms aren’t grabbing the attention of site visitors, a floating bar or slide-in scroll box might be something worth trying to create more interest in your offer. The question is however, which one will work best for your target audience.
This A/B test is super simple. Just run two versions of your website, one with a floating bar, and one with a slide-in scroll box. Whichever one converts the most site visitors is the winner. Be sure to give it some time though. If there is a small difference, you need to make sure your test is statistically significant.
From there, you can take it even further by testing different versions of the winning optin form type. For example, if the floating bar wins, try incentivizing with a special offer, changing the placement of the bar on your site, or switching up the color schemes. You might notice even more performance boosts!
If the slide-in scroll box wins, experiment with how far visitors must scroll before triggering the slide-in, include an exit intent trigger, and even test which pages with a slide-in scroll box see the most conversions.
3. Experiment with Urgency Signals
If you entice people with something that has a time limit, thus creating a sense of urgency, more people are likely to sign up.
Consider holiday shopping as an example. With flash sales and exclusive offers, Cyber Monday and Black Friday are the epitome of urgency. And those salesrake in billions of dollars every year by capitalizing on the fact that people love to feel like they are getting the best deal that won’t be available any other time.
Following this logic and including an urgent call to action on your signup forms can really boost subscribers if done right. Try testing out a countdown timer on your optin form.
Additionally, you can use static elements in your language and offers to create this same sense of urgency without a countdown. Try encouraging people to reserve a “limited” spot, or offer a coupon or discount with an expiration date and see what happens. You may find your site visitors love to be compelled to take immediate action and you won’t know without doing an optin A/B test.
4. Test Numbers and Other Social Proof
You may know by now that social proof is very powerful when it comes to convincing people to take action. Subscribers want to be reassured that they will actually get value, and showing that you already have people subscribed demonstrates that your offer is valuable.
That’s why sharing with potential subscribers how many people have already opted in can really improve your conversions.
Including the numbers right on your subscribe form instills trust in someone thinking about opting in. If thousands of people before them have trusted you with their information and found what you have to offer valuable, new subscribers will feel the same and give up their email address as well.
Take for example the Content Marketing Institute. In order to convince you to sign up, they ask you to join the other 200,000 people that have done so already.
If your list isn’t quite that large, use monthly site visitors instead to give your profile a little boost.
You can also test different types of social proof – testimonials, raw numbers, celebrity endorsements, trust seals, and even social share counts – to see which type resonates with visitors and gets them to subscribe.
Your Turn
And there you go! You now have 4 solid A/B tests that you can easily set up to increase subscribers.
So, get out there and make some changes. It’s the only way you are going to be able to tell what your site visitors want from you.
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Happy email marketing.
good luck.
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