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Types of testing

This section introduces learners to the different types of testing used by marketing professionals.

Before you start testing it’s important to decide what type of test you’re going to use. There are several different options but here we’re going to talk you through the two most popular: A/B testing and multivariate testing.

A/B testing (often called a split test)

This is where you simply test alternative versions of one element of a campaign. Here are some examples:

  • Subject lines on an email – they have clicked through from the email & taken the desired action
  • Images on a display ad – they have clicked through from the ad & taken the desired action
  • The layout of an opt-in form on a landing page – measured by form completions
  • Messages on an outer envelope of a direct mail piece – measured by the number of responses

Two different versions of a communication document.

Here is an example of how you may test 2 different versions of the layout of a communication.

Multivariate testing This is where you test multiple parts of a campaign at the same time to find the best version. These tests take into account the relationship between different elements of marketing communication.

You could test different versions of the image, headline, call to action, display ad, landing page, or direct mail leaflet. Multiple different versions of a communication document.

By testing several elements at once, you can account for the relationship between the elements and look to find the best combination

However, all these different combinations add complexity. For example, if you want to test two different versions with three elements, you will need to test 27 different variations.

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Once you have read through this step, think about how testing processes help to improve the final product. Write your comments below.

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Introduction to Marketing: Omnichannel Marketing and Analysis

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