Why Companies Struggle to Implement A/B Testing in Their Digital Marketing
A/B (split) testing is the most popular and often most effective way of testing multiple versions of an app, email, or webpage to see which version produces better results. However only 27% – 38% of companies actively do split testing. Of the companies that actively do split testing, almost half claim they do it infrequently or inaccurately. So if A/B tests offer the best opportunity to objectively improve digital marketing conversions, why do so many companies skip it entirely? Split testing often presents technical or resource challenges that smaller companies struggle to overcome.
There are three common limiting factors that prevent trainers, consultants, and professional coaches from successfully implementing and executing A/B tests:
Time
Marketing is often done at a frenzied pace for many smaller firms. If a marketing campaign is being done rapidly, or worse yet as a fire drill, it’s difficult to consistently produce communications and meet deadlines. Making time to take on an additional burden of creating a separate version of a communication and reviewing the analytics to glean valuable insight is simply unrealistic.
A/B Testing Tools
There are valuable tools available to facilitate A/B testing. Some are built in to digital marketing platforms where others can be added on to your existing platform. However, inclusive platforms or add on components can be technically challenging to implement and incur additional cost. Increasing the marketing budget or meeting the requirements to leverage the testing tool is often an unsurmountable barrier for smaller firms.
Sample Size
Accurate A/B testing relies on a sufficient sample size. If a smaller firm’s website traffic or email recipients don’t generate enough raw data then the A/B test will be flawed and runs the risk of providing inaccurate results.
If you are in the majority of companies that don’t do split testing, is it because of a legitimate limitation to execute them? If so, it doesn’t mean that you can’t objectively assess your digital marketing but it likely does mean that you will need to go about it in a more gradual way. In our next post, we will cover a less robust form of split testing that relies on an evolving digital marketing campaign.