SpinSix Strategic - Marketing Design

A/B testing simply means testing one version of a marketing variable (such as an ad, a price, or a positioning statement) against the performance of another version. A/B testing is a marketing method used to to improve click-through, response rates, conversions, etc. Multivariate testing is similar except that it tests more than one variable simultaneously, while being on the lookout for possible interaction effects between variables.

While A/B testing has long been used in direct mail campaigns and other forms of offline marketing, it has become the tool of choice for sophisticated online marketers as well, owing to the availability, reliability, and speediness of Web-based clickstream data. For instance, online marketers use A/B testing to test the "Buy" button for an ecommerce site, the click-through rate on a banner ad, the Subject line of and content in an email, and the copy and call-to-action on a landing page – often accumulating enough data in a single day to allow them to proceed with confidence as to which versions of these components to use during a full-scale rollout.

SpinSix specializes in both single-variable and multi-variate testing and factoring findings from such testing into every campaign we run—both online and offline. In addition, we offer LINCS, our proprietary technology platform, which helps bridge the gap between sales and marketing by routing real-time conversion and sales data from both your online and offline campaigns to your Customer Relationship Management (CRM) system or marketing database to enable you to integrate highly personalized lifecycle data into your email, SMS, and direct mail marketing campaigns.

See Also:

Analytics, Competitive Research, Data Mining, Market Research, ROI Marketing, Website Analytics, Website Usability Testing