a/b testing tools
For marketing nerds, A/B testing is an amazing thing. Going from a state of guessing to a state of knowing is a settling feeling for anyone really.
But when you spent hours coming up with different headline ideas, different versions of copy, different calls-to-action, it can be hard to make the call on which combination is the best.
Luckily, with A/B testing, you don’t need to make that call on your own. Sure, you need to pick a few of the best options in order to decide what to include in your A/B testing, but that’s easier than making the definitive decision of which single option is best.
A/B testing can also settle differences of opinion in which version of a page is best. Take this example from Marketo. Two people in the office, one higher up on the employee food chain than the other, had different opinions on which version of an email campaign to send. Instead of arguing or butting heads, they sent both, and compared the results of each.
Don’t fight over what marketing copy is best. Test it out. Numbers don’t lie. (Click to tweet this)
So just like we gave you a list of great tools for creating landing pages, now it’s time to mention some services to help you test the effectiveness of the landing pages you created in that previous post. If you have other pages you want you want to test and optimize on your site, these tools can be used for those, too.
As you may have guessed from the company’s name, they’re all about optimization. Offering both A/B and multivariate testing, it’s used by a lot of big names out there. Or maybe you don’t recognize the names Starbucks, Livestrong, and Clorox.
It can be used by anyone: you enter one line of code on the page you want to test, and use a “what you see is what you get” editor. As they put it on their site, you can think of the tool as your “on-demand technical team.” You have total control over everything from what you test to targeting to the test’s timeline, but Optimizely does the heavy lifting for you. If you do know how to code, you can further customize things to your liking. It’s API also integrates with other tools you may use, like Google Analytics and KISSmetrics.
Their product has several different plans, the cheapest of which starts at only $17/month for a 12-year plan. Like other tools we’ve talked about, the plans are tiered by monthly visitors, with additional fees for exceeding the monthly visitors. But hey, is more visitors really a bad thing, even if it means paying a small amount more for a service?
Pluralis is a really unique type of optimization company. Instead of using software to test the own ideas you come up with, it turns creating the copy into a contest. It works sort of like 99designs. The site has a base of “creative optimizers,” including marketers, designers, and copywriters, to do that work for you.
Here’s a little bit on how it works: You create a contest and provide details on the project, including how much money you’re offering to the “winner.” Then Pluralis’ creative optimizers use the site’s editing tools to create pages for you. You choose the ones you like the most, and test them. You only pay the optimizer responsible for the version that improves your conversion rate the most, and you pay a price that you set at the beginning of the contest.
Yep, that’s right. You can test landing pages with Google Analytics. You’ve been able to using Content Experiments for about a year and a half now. This is great since most of you are probably using Google Analytics on your websites already. Google describes Content Experiments as a mix of A/B and multivariate testing.
With Content Experiments, you can test any page on your website and do various types of tests. The page elements you can test include headlines, headers, CTA’s, text, and more. Your goals can revolve around getting visitors to a certain URL, perform a certain action, etc.
It can be really helpful to use a tool you’re already using for a different purpose. For example, with content experiments, you can see the results and everything within Google Analytics, and it reuses Google Analytics tags so you don’t have to add a bunch of tags to your page.
What are your favorite testing tools? Do you have experience with the ones listed above? Share your stories and tips in the comments!
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