Tips for A/B testing in local business marketing

As a local business owner, you may wonder about the value of improving your digital marketing strategy. If you’ve already secured a loyal customer base in your local area, you may be reluctant to spend time testing the efficacy of your marketing efforts. What you may not realise, however, is the amazing potential for strategies such as SMS marketing to attract new customers, boost sales, and grow your business.

So, what’s the secret weapon to implementing an excellent marketing strategy? It's simple, really – A/B testing.

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What is A/B testing?

A/B testing is a research practice in which marketers release two versions of a marketing asset (such as a web page, email, social media post, paid ad, or WhatsApp message) and see which produces the best engagement metrics. The marketing asset shouldn’t be hugely different but should include a difference in the headline, writing style, subject line, design, layout, call-to-action, or another variable to help inform future marketing strategies.

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Why should you care about A/B testing?

A/B testing represents one of the best ways to create evidence-backed marketing strategies that drive results. For example, you may wonder whether using emojis in your SMS texts will drive click-throughs and sales. To A/B test this question, you could send out a text containing emojis and another containing plain text, measuring which one performs better. Similarly, you could test whether your audience prefers short and snappy texts or messages containing lots of information. The possibilities are endless, and even small changes in copy or design could have a big impact on your marketing metrics!

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Tips for perfect A/B testing  

Before you go ahead with an A/B testing project, remember to change only one variable per test so you can make informed marketing decisions. For example, changing both the tone of voice and length of your copy will leave you unsure which of your tweaks produced the best results!

Looking to get started with SMS or WhatsApp marketing? Perhaps you need an All-in-One solution to manage your marketing and engagement strategies? Get in touch with Fuzey today!

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