Trial and error is hands down the most important factor to getting results with A/B Testing.

Especially in 2021, when competition is getting tougher.

Here's my shared approach...

*** 2021 A/B Testing Thread ***

Most digital marketers suck at optimizing conversion rates.

Reasons?

a) They are probably lazy
b) Have no idea why testing matters
c) Unaware of the available tools

But testing is how you improve your funnel and ROAS.

So when I start, I like to think about what I need to test and what I'm trying to improve.

There are two types of variants I like focusing on:

Macros & Micros.

Macro variants involve rethinking of the landing page.

Rewriting a landing page has significant results on conversions and requires considerable effort.

To get an idea, find competitor pages with a well defined structure or pick a value proposition distinguishing your brand.

Micro variants are quick changes that can be made but do not have a major impact.

Variants like changing CTA colour or design, social proof, form layouts and text have less results than macros.

Now, you're probably asking what variant to start with for your test.

Well, the best micro variant to start testing is changing your above the fold content.

Either using short sentences, message to a different audience or adding quality images.

A/B Testing requires resources and comes with opportunity cost.

It is therefore important to know where to prioritize the resources well.

Hope you guys enjoyed this thread.

If you want more free marketing foundations and digital media strategy, give me a follow.

Thanks.