A/B testing with Optimizely X and Mediahawk

We all like to do a little bit each day, don’t we? With our families, with our personal lives and for our businesses. And with the rate of (technological) change as rapid as it is, it’s less about revolution and more about incremental evolution these days.

Measuring marketing performance can be a challenge. Not only hard data but also to make actions plans from the use of, and results of, A/B testing.

A/B testing, sometimes called split testing, is experimenting and comparing different variants of a particular marketing element. That might be subject lines, body copy, images, colours, time of the day, a headline – or pretty much anything else.

By displaying two variations of your campaign, you can see which one attracts more interaction and conversions from prospects and customers.

Then you’ll be able to alter your strategy to create more appealing content to snare your target prospects.

Marissa Mayer, famous for many things at Google, but the one that always sticks out is the “Forty Shades of Blue” A/B test.
She ordered that 40 different shades of blue would be randomly shown to each 2.5% of visitors; Google would note which colour earned more clicks. That is how the blue colour links you see on Google, and in Google Mail, was chosen.

A/B testing can help you refine your marketing to get better and better results and of course, you’ll want to keep tracking which variant gets more people to pick up the phone and buy from you. Mediahawk can track which campaign, print ad, or web page is working best for you. This gives you an added boost before you even start to think about how your testing should be shaped, as well as being able to monitor it on the back end.

For website A/B tests, there are a number of platforms to help you test out your improvements and Mediahawk is integrated with a number of them. For instance, Optimizely X (which replaced the now discontinued Optimizely). Whether using direct integration like that, or by using tagging in Mediahawk – where you could test treatment versus treatment or even agency versus agency, using A/B testing alongside Mediahawk is a sure way to improve your marketing results, one step at a time.

Find out more about our integrations

About the author - Natalia Selby

Marketing Executive at Mediahawk, with 20 years experience in analytics and content management.