The Benefits of A/B Testing Your Content

If there is one thing we know as marketers, it’s that posting content is purposeful. Every post sent out on social media has a strategized and thought-through end goal. However, how do you know what resonates with your audience for these posts to perform well? Answer: A/B testing content. 

What is A/B testing?
Also known as split testing, A/B testing is a way of trying out two different versions of content to an audience. This helps avoid hit-and-miss content for your audiences on multiple platforms. Testing tells you about your audience’s specific likes and dislikes. It can also tell you about differences between particular sections of your audience. After all, people who follow you on Twitter might not have the same preferences as people who follow you on LinkedIn.

For example, below are two posts for a webinar. The A/B style testing focused on the call to action: “reserve your seat” vs. “save your seat.”

Why is testing important?
You can get insights from A/B testing any type of content, not just ads. Testing your organic content can also provide valuable information about what content is worth your time developing, organizing and publishing.

Below, are the analytics of these two posts. These two posts show that the “reserve your free seat here” resonated better than “save your seat”. Moving forward, I know to use this phrasing in webinar promotions for our brand’s audience.

How you organize your content, and the elements you add or remove, can be a game changer for how effective your content is. But, doing it right involves more than guesswork. Now you know how meaningful A/B testing is to help you reach your desired audience and increase engagement.