Table of Contents

1. Curated Careers

2. Trends and Tidbits:

   • WTH is A/B testing?

   • Other Types of Testing

   • A Blueprint of A/B Testing [Downloadable]

3. AI Arena:

   • Call-to-Action GPT

4. Interesting reads for the week

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1. Marketing Project Manager at Givelify

   
   📍 Full-time, Remote (CAN & US)

   
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2. Marketing Automation Specialist at Q4
   
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   ⚒️ Brief: Manage and optimize marketing automation platforms (e.g., Salesforce, Pardot).

   
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3. Marketing Team Lead - Social Media at PTW International

   
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➡️ WTH is A/B Testing?

Imagine you are launching your new AI tool which generates pitch decks.

Work of hours done in minutes, just the way you want! (Cool😎, right?)

You’re excited, but you’re not sure how well it will sell.

So, you whip up two versions of your copy:

1. “Make your pitch deck in 2 minutes!"

2. “TRY our New AI tool with 100 free credits!”

Which one do you think will bring in more sales?

~ Let me guess….ammm…

Well — instead of guessing, why not test it?

That’s where A/B testing comes in: a simple, yet powerful concept that can make a big difference in your marketing efforts. So…

Let’s dive into the world of A/B testing, shall we?

A/B testing (aka split testing) is like a showdown between two contenders.

You create two versions (A and B) of a digital asset with change in a single variable. Whether it’s a headline, image, call to action, or the background colour - and pit them against each other to see which one performs better.

Think of it as a scientific experiment. “The subjects” are two similar sets of elements, and the metrics used to conclude are — bounce rate, open rate, clicks, conversion rates, etc.

Imagine you’re optimizing a landing page. You might have a hypothesis like:

“I think a red call-to-action button will perform better than a blue one.”

To test this, you show version A (the blue button) to half of your visitors and version B (the red button) to the other half.

Then, you simply measure which version gets more clicks.

Easy, right?

But here’s the kicker: A/B testing isn’t just about picking the winner. It’s about understanding why one version outperformed the other so you can apply those insights across all your marketing efforts.

And if you already think that one test is enough for your whole campaign, then you might be wrong.

If you really want to reach the peak of conversion rates, you must keep testing every now and then.

And that’s why it is called A/B testing— Always Be Testing

Or maybe that is how I remember it 😅

➡️Why A/B testing matters?

You might be wondering,

“Why go through all this trouble? Can’t I just trust my gut?”

Sure, your instincts might be sharp, but A/B testing gives you a data-backed proof. When it comes to conversion rates, the smallest tweaks, like changing a single word in a headline — can make all the difference.

Here’s the deal: most marketers think they know what their audience wants.

→ But the truth is, even seasoned pros get it wrong. A/B testing helps you avoid costly mistakes and ensures that the decisions are based on hard data, not hunches.

And that was my pitch on why you should certainly do testing. Now, let’s get to know other types.

➡️Other types of tests

If you’ve ever wondered, “WTH is multivariate testing?”

“Are split testing and split URL testing the same?”

Then let me tell you the other types of tests —

1) Split URL Tests

Don’t be the one to confuse it with A/B testing.

In the case of Split URL testing, the visitor is redirected to an entirely new webpage-URL, rather than just some elemental changes in the existing page.

When you run a Split URL test, your website traffic is split between the control (original web page URL) and treatment (new web page URL). For example—

This is useful when you’re up for more than just switching UI/UX and copy. You might test a totally different database or data collection tool.

Meanwhile, your original webpage is also active and receives half the traffic.

→ Compare the results from the old and the new→ drive the winner.

2) Multivariate Tests (MVT)

Here, you test changes in multiple variables at once.

→ Then check which combination of variables works best.

Sounds complicated? Yes, it is! 😛 

Let’s simplify—

Let’s say you decide to test 2 variations of each hero image (1/2) , CTA-button-color (blue/red), and headlines (1/2) of your landing page.

So, the combinations for the test can be—

1. Hero-image(1) & CTA-button(blue) & Headline(1)

2. Hero-image(1) & CTA-button(blue) & Headline(2)

3. Hero-image(1) & CTA-button(red) & Headline(1)

4. Hero-image(1) & CTA-button(red) & Headline(2)

5. Hero-image(2) & CTA-button(blue) & Headline(1)

6. Hero-image(2) & CTA-button(blue) & Headline(2)

7. Hero-image(2) & CTA-button(red) & Headline(1)

8. Hero-image(2) & CTA-button(red) & Headline(2)

A total of 8 different combinations.

Here, the number of total combinations/versions obtained are given by—

[No. of variations of element A] x [No. of variations of element B] x [No. of variations of element C]… = [Total No. of variations]

For the above example—

Total No. of Versions = 2 X 2 X 2 = 8

Which simply means you need to divide your traffic for all 8 versions.

→If you are just starting or if your user-base is not so big. Then this might not be the option to go for. The obvious reason is a narrow sample set for such a combinatory test.

It is mostly used for advanced product marketing for a larger user base.

~Why do they complicate it Deep? Any advantages for them?

• Yep, it helps avoid multiple A/B tests with the same goal

• saves time since you can track multiple elements of the testpage.

• Understand the interaction of page elements with each other.

3) Multipage Tests

Here you pick particular elements and vary them through multiple pages in your sales funnel to see if there is any impact.

➡️Components of an A/B Test⚡

A complete A/B test has the following components—

1) Goal: What is that one metric you want to improve? For example, a boost in page views or a reduced bounce rate.

2) Hypothesis: What are the one or two changes that you think can bring you better results? Recall the example I gave you in the beginning.

3) Variables: Determine what to test—your page titles, lead images, email subject lines, CTA buttons, or other elements.

4) Duration: How long will you run the test? (Run it long enough to draw meaningful data)

5) Control group: Select a random sample of 50% of visitors who will only see the original version (A).

6) Treatment group: Choose other 50% with similar characteristics to those of the control group. These users will see the modified version (B).

Now that you’re sold on the idea, let’s break down how you actually do A/B testing.

Check out this framework that we have designed based on the best A/B testing guides researched from over 15+ resources over the internet.

➡️The A/B Testing Blueprint used by CRO Champions⚡

Well, that marks a wrap on A/B testing.

Cheers on completing step 4 of becoming a champion🏆 in Conversion Rate Optimization(CRO). Now, you’re left with just one last step— Retargeting!

We’ll share that in the next issue on Tuesday!

If you didn’t check out the last issue, where I explained what’s wrong with your landing page? click here.

➡️CTA Generator GPT

This prompt helps you generate a highly convertible Call-to-Action copy.

First, Copy the following prompt and fill all the empty square spaces with information related to your e-commerce business. Now, wait for chatGPT to do its work. It generates 4 CTAs at a time. (Helps you brainstorm your CTAs.)

Here is one example we tested for an organic cosmetic brand website.

But, many marketers don’t know this about CTAs.

Prompt:

Act like a seasoned copywriting expert who has been specializing in creating high-conversion Call to Action (CTA) copy for e-commerce businesses for over 15 years. Your objective is to generate four highly effective CTA suggestions that align perfectly with the user's business goals, audience, and brand voice.

Step 1: Gather Business Information

Industry: [Insert industry, e.g., fashion, electronics, health, etc.]
Target Audience: [Describe the target audience, including demographics and interests]
Unique Selling Proposition (USP): [What sets the product/service apart?]
Current Marketing Goals: [e.g., increasing sales, growing email list, boosting engagement]

Step 2: Understand the E-commerce Platform

E-commerce Platform: [e.g., Shopify, WooCommerce, Magento]
Website URL: [Provide the website URL]
Key Products/Services: [List the primary products or services offered]
Current CTA Phrases: [Share any existing CTA phrases or concepts currently in use]

Step 3: Review the Website Copy

Homepage Copy: [Copy or describe the tone and style of the homepage text]
Product Page Copy: [Copy or describe the tone and style of the product pages]
Brand Voice and Style: [Describe the brand’s tone, voice, and style]

Step 4: Generate CTA Suggestions

Based on the provided information and the current trends and CTAs that work in my domain of business, generate four tailored CTA suggestions that are likely to resonate with the target audience and drive conversions..

Please provide your suggestions in a clear and structured format. Feel free to use bullet points, tables, or any format that makes your recommendations easy to follow.

Take a deep breath and work on this problem step-by-step.

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