Performance marketing is one of the most effective strategies for businesses to get measurable results from their ad campaigns. This type of marketing focuses on achieving results such as sales, clicks, or leads. In other words, unlike other types of marketing approaches, performance marketing focuses on increasing return on investment (ROI) rather than putting emphasis on brand awareness or impressions.
One useful method that a performance marketing agency in Kolkata employs is A/B testing. The method is not actually a new concept. Rather, it is a marketing tactic used by advertisers to make data-driven decisions. If properly utilised, this method helps in maximising your campaign’s potential.
This blog will explore performance marketing in detail and give an outline of how businesses can use this technique to increase conversion rates.
A/B testing, also known as split testing, is a method of comparing two or more elements of the ad campaign to determine which one performs the best. One of the greatest advantages of A/ B testing is that it eliminates all the necessities of guesswork and enables optimisers to make decisions backed by decisions.
This type of testing is a marketing experiment where you split the audience into different groups and show them each variation of the campaign. The results of the actions, whether it is clicks, engagements, or generation of leads, help to figure out a better-performing version.
Take a look below used by BUSFAM, a reputed performance marketing agency in Kolkata, and learn how to conduct the perfect A/B testing to make the best decision for your campaign.
The very first step before running a campaign is to understand what you want to achieve and to target the right audience. This could be anything from increasing conversion rates or sales and even enhancing the click-through rates (CTR) of paid ads. Understanding your goals will help you create your campaign accordingly.
The next step of the split process is to consider which elements of the ad campaign you want to test that can influence your campaign performance. The most appropriate elements that can be changed are as follows:
Once you determine the element that needs to be tested, it’s time to create the variation and split the audience in accordance with their similarities in demographics, location, gender, age and income group.
After completion of the test, analyse the results of the campaign to determine which is the better version. Make sure to check the data before making a false conclusion. Also, if required, conduct another split testing and optimise the campaign to ensure that the results are statistically proven.
Being a reputed performance marketing agency in Kolkata, BUSFAM conducts A/B testing at regular intervals to get maximum output with minimal modifications. It will help to refine the approach, allowing for increased user experience and higher conversion rates.
Here are the main benefits of A/B testing in performance marketing:
In this competitive digital market where businesses are competing to earn more revenue, A/B testing is a useful tool to understand the target audience and optimise the campaign to stay ahead of the curve and get maximum results.