Hi, I’m Samantha Ward, and I’m the Marketing Manager here at Frazer Consultants. Today I want to talk to you about running A/B tests to make sure you’re getting the most out of your marketing and social media efforts.
A/B testing, or split testing, is when you run two versions of a marketing campaign to see what works best. This can be two versions of a newsletter, an email, a social media post, or any other marketing asset. A/B tests can help you pinpoint what works best for your funeral home so that you can improve your marketing efforts.
There’s no set timeline for how long you should run your A/B test. You should run it as long as you need to get the data that you need to make a decision. On our team, we generally run tests for about a month long, so that we can get the data we need.
If you’re thinking of running an A/B test, consider starting small. One simple test that you can run is adding the word “now” to the end of your calls-to-action to see if more people click on your links. Or, you could test the post or title length on your blogs, social media posts, or newsletters. Or, you could test the word choice on your calls-to-action, like saying “click here” rather than just “click.”
If you want to try A/B testing on social media, Facebook even offers that feature on their ads. This feature lets you test the same ad with different audiences, placements, or products. When running your A/B test, remember to be patient and only test one thing at a time, so that you can be sure you know where the difference lies.
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