A/B testing is a method used by marketers and web designers to choose between two or more versions of a webpage. The goal is to identify which variant is more effective in achieving their marketing objectives. Elements of a webpage, such as the page header or images, can be tested to improve website performance.
A/B testing is easy to manage, control, and execute online, making it a cost-effective way to evaluate various elements of the marketing mix. For example, advertising campaigns can be tested on platforms like YouTube before being aired on TV (refer to Section Testing Advertising Online, Chapter Advertising Analytics, Volume II for more details).
Google Optimize is a free and feature-rich A/B testing tool that can be linked to Google Analytics (GA4). To run a test on Google Optimize, follow these steps:
You can scan the QR code in Exhibit 27.15 for a demo on how to use Google Optimize to test different versions of a page header on a webpage.
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