Personalization is a hot topic in ecommerce right now. Understanding the customers and customizing your services and offers based on their past searches and behavior increases converting the potential customers by 60%. Another hot topic that is prevailing in the branding industry is A/B testing. A/B testing also known as split testing is testing two different versions of a webpage or an ad to see which one performs better.
If you ask any digital marketer, they will tell you that A/B testing and personalization are two separate things; however the one thing that unites them together is that they are both simple ways to drive more conversions and as we already know every marketer’s dream is to increase conversion.
Most marketers, even the experienced ones treat these both as two different efforts. Nevertheless, we can combine A/B testing and personalization to apply them together and can get a much higher rate of conversions. Split testing when paired with the ability to craft customized messages, targeting and retargeting the audience becomes a much simpler task than before.
Why and how should we pair A/B testing and personalization:
Personalization allows you to convey a tailored message and show customized products/services based on potential customers’ demographics, previous purchases, and past behavior. Having more than one version of this particular message allows you to critically probe into the mindsets of consumers to understand which message/landing page is strong enough to drive purchases or conversions. In fact many marketers embrace personalization without even realizing it by personalizing offers and ads. In this case testing two different scenarios will not only help you understand which ad got better reactions, but also judge what qualities of customization brought in conversions. This is why and when you need to pair these techniques.
To get the best of the both worlds, you need to have a testing mentality. Set up audience for each segment of personalization and run testing campaigns varying the message and visual content. There is no limit for experimentation. Facebook gives you option to run A/B tests and determine which works better. Most of the A/B testing tools available in the market allow you to consign the matching audience and guarantee that it’s only visible to the selected segment. You can use A/B testing this way too.
What to vary in these tests:
Here are a few things that you can vary to assure different split tests.
Call-To-Action: To drive conversions, we need a strong call-to-actions. You can play with the words, color, shape and the button borders of CTA to which drives more sales or conversions on your website or marketing copy.
Pictures: A picture speaks a thousand words and conveys different emotions to the viewer. With the message you convey, you can change the image. For ex. In one ad, you can show a picture of the product and one you can show the picture of a person using the product. Try static vs. videos vs. gif images.
Message Copy: If you spend considerable amount on social media, you’ll notice that the posts that become viral and the posts that don’t have one striking difference between them; words. Use powerful words that invoke strong feelings associated with your brand in the viewers. Use words that create urgency. Use words that create a sense of brand trust. You’ll see the difference yourself.
Test. Improve. Repeat.
The important thing to remember here about combining A/B testing and personalization is that it is not a one night stand. It needs commitment. There is no full stop for curiosity and limit for optimization. Seasons change, trends fade away, new one emerge, the behavior of audience will evolve, and the platforms for communication revolutionize and it won’t even take much time to rethink and re-strategize the message to enhance conversions. Over the period of time, your goals might shift a little towards global branding. Every goal requires you to segment your audience, personalize according to their interests, and test what works out best with them. You will be rewarded with customer loyalty and boosted sales in return.
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