If you buy a product online, every conceivable variable on the page is tested, including the images, order, pricing, description, and discounts. Today’s technology enables rapid A/B testing of these variables. But for some reason, B2B marketers resist testing their products.
The convergence of AI, advanced analytics, digital offers, and a proliferation of choices align around more testing. A/B testing, or split testing, is a straightforward yet powerful method for comparing two versions to identify which performs better based on a predefined metric. This technique involves showing Version A to one audience segment and Version B to another, then analyzing the outcomes to determine the more effective option.
The Strategy Experts
Marc Emmer is President and Chief Strategist & Facilitator at Optimize Inc.
He is an author, speaker and consultant recognized as a thought leader throughout North America as an expert in strategic planning.
