A/B testing can improve your online assets by 5%, 10%, or more. Your motorcycle company needs solid marketing expertise to achieve these gains. Remember, riders offer better marketing insights than passengers.
Companies lacking marketing expertise may see even greater improvements once they gain it. A/B testing shows what works and what doesn’t, helping you make informed changes.
Without testing, you’re guessing, wasting time and money while wondering if your marketing assets are performing at their best. Testing website elements, social media posts, SEO, newsletters, and other online assets reveals what works best. Data-driven decisions deliver fact-based results, as explained in the MVP approach article.
What Is A/B Testing?
A/B testing compares two versions of a digital marketing asset, such as a website, social media post, or newsletter, by changing one element.
The original is the control, while the modified version is the challenger. Testing one element at a time helps identify what works best. Here are some examples of elements to test:
- Button design: Color or placement.
- Navigation links: “Biker Jackets” vs. “Motorcycle Jackets” – one will have better results.
- Images: Photos on your motorcycle site.
- Page titles: Different headline variations.
- Calls to action (CTAs): “Shop Now” vs “Learn More” buttons.
- Newsletter subject lines: Compare different versions.
A/B Testing vs. Split Testing
Often, A/B testing is referred to as split testing, but there is a difference between the two. A/B testing compares two versions of an online marketing asset. However, split testing refers to comparing two entirely different assets. For instance, you can test two completely different web page versions.
You should use A/B testing as often as possible. It helps you identify causes based on facts. You should also do website audits to see how your site is currently performing.
Setting Up A/B Tests
1. Choose an asset to test – Use analytics and heat maps to identify underperforming pages and prioritize assets.
2. Set your goals – Aim to increase conversions, social engagement, or newsletter clicks.
3. Create a challenger – Change one element of your control asset, or create both versions.
4. Run your test – Randomly split traffic equally and test long enough to measure results.
5. Evaluate the results
6. Implement the winning strategy
7. Start your next test
A/B testing takes time and money, but skipping it can cost more through underperforming assets and ineffective marketing.
Explore our blog for more biker marketing tips, or visit our professional web services pages to learn more.
