A/B testing! Know how, why, and what here!

Written by Vanshitha M

Published on Dec 12, 2023


A system where you can see that your conversions in email marketing are plummeting? Are you a digital marketer who faced this issue? Then this article is for you! Let’s delve into the intricate threads of the digital marketing world and how we can rectify the failure of a campaign.

What is A/B Testing?

This is an experimentation in your journey of a successful campaign. It can help you understand which campaign is right for your needs. A/B testing, also known as split testing, is the trial and hit experiment to test different variables to understand which has the maximum impact.


Here, A is called ‘Control’ which is the original testing variable.
B is called ‘variation’ which is the new version of the original testing variable.


Testing can incorporate doing multiple copies or marketing the same copy to different target audience groups. You can always check your metrics through tools like Google Analytics, heatmaps, and surveys.

Source: vwo

Why Testing?

Source: vwo

  1. Solve visitor pain points: If a copy isn’t optimized to the consumer’s needs. For example, if it takes too much time for them to see a CTA (Call to Action) button, they might just skip your copy.
  2. Get better ROI from existing traffic: The minutest changes can help boost your conversion rates by a lot. A simple time-specific headline increased the ROI by 52%.
  3. Reduce bounce rate: Bounce rate refers to the percentage of people who abandon a website after visiting only one page. A/B testing can help you try out the best copy that hooks your audience.
  4. Make low-risk modifications: Each modification change can alter the metrics and each metric can be observed to identify the best marketing campaign for you.
  5. Achieve statistically significant improvements: There are only 2 options when you are dealing with data-driven stats. Either a copy succeeds or fails. Implement the one that world.
  6. Redesign Website to increase future business gains: Every decision you take as a marketer can revamp the entire game of your brand.
  7. Non-intrusive: The world, while moving towards a more secure world, can use A/B Testing to ensure consumers do not feel intruded on or exploit their privacy.
  8. Engagement: Better copies that hook the audience can ensure up to 69% engagement from users.

Examples of A/B Testing:

In 2008, Barack Obama tested an early donor page and generated a combo of CTA and image generating 40% more clicks, 4 million sign-ups, and $75 million in donations.


What can you change to shift your copy?

Source: vwo

There are a lot of ideas to be noticed when writing a copy like

  1. Keep the headlines short, and catchy, and use appropriate keywords. Try and test different headlines, fonts, and colors.
  2. Make it easier for the user to navigate through the content by breaking it up and using subheadings. Make sure you are speaking directly to your target audience as a singular person to help them understand easily.
  3. Create a sense of urgency by using time-bound deadlines or CTA (Call to Action). CTA holds a higher pedestal in the eyes of digital marketing. Give the easiest way possible for the user to get in touch with your brand. Incorporate CTA’s wherever possible.
  4. A specific CTA can boost click-through rates by 10%. CTA can also have variance in their color, According to Unbounce, Orange CTA’s are best.
  5. Subject lines can contain a question, ironic information, surprising facts, and value that can be added to the user’s life. Make it as interesting as possible. Turns out, in research with more than a dozen industries, the average open rate was 25 to 47%.
  6. Make sure to touch up the content by personalizing the headers. Freebies and offers can also be leveraged. You can learn more about coupon marketing here. (Retention10’s blog on coupons)
  7. Add testimonials to create authenticity and reliability.
  8. Solve a genuine problem of the readers rather than giving generic content which serves no purpose.

But we can help you figure out the content you can use in the most simplified and by tracking every copy to see what fits best! Learn about Retention10 right away! (Link of the website)

Step-by-step journey of A/B Testing:

Source: vwo

Why Retention10?

Retention10 is the customer retention management that can help your brand test many variables to understand what’s right for you perfectly! We can help you create innovative copies that stick. We can help you build a brand that will retain clients. Book a call with us right away.

Why Retention10?

A/B testing is one of the top marketing tools used to analyze what fits your brand. There is no one-size-fits-all solution to any copy made so it’s essential to try different copies to see which works right.


The technical jargon can get tough to comprehend, But we at Retention10 can help you navigate through the threads of digital marketing and get you all the up-to-date information on everything including A/B testing!

Thanks for reading.

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Vanshitha Munipally
( Research & Content Marketer )

To get your customized Customer Retention Solutions , Do write to us :

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