DIGITAL ADVERTISING   
   A/B TESTING   

A/B Testing 101: How To Get Started



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by Ryan Tannady
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CONTENTS
What Is A/B Testing?
How does this work for my business?
Sounds interesting. What resources can I use to run my A/B tests for digital advertisements?

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As remote work continues to be a reality for yourself and many others, business owners need to understand the ABCs of everything that will help them succeed in the digital transforming world. Right here, we’re going to focus on the first two letters -- A/B Testing.

What Is A/B Testing?

A/B Testing, at its core, is a method to evaluate two different versions of something to determine which one would perform better. It is most often associated with websites or applications, but for small-and-medium businesses, this may be most relevant through the advertisements that you run.

Let’s use an example of apples in a supermarket. You have two apples that are laid out next to each other - they are identical in type/shape/size/location in-store, but they are different colors (red and green). The supermarket owner would leave the apples for a day or two and see how many apples of each were chosen.

Hypothetically, if the red apples were chosen more than the green apples, the supermarket owner would know that they were chosen specifically because of their color as opposed to other variables.

While you would need to ensure that you have a sufficient number of people that evaluated the apples, digital tools would help ensure that you reach a number that is statistically significant.

How does this work for my business?

Think of the digital ads you run for your business -- Facebook ads, Google ads, Instagram ads -- these are platforms that actually have tons of data that you can better understand for your future advertisement choices.

Sounds interesting. What resources can I use to run my A/B tests for digital advertisements?

There are several platforms that help with A/B testing, and the beauty of it is that the platforms themselves tend to be market leaders in this data analysis. You can find links to Facebook and Google’s A/B testing platform right here and here.

However, we know this process can potentially be strenuous to navigate, and we at techstep are here to support you in your digital transformation journey.