A/B Testing Basics in B2B Marketing

A/B Testing Basics in B2B Marketing
A/B testing is a way for marketers to test different growth-hacking techniques and see which one works best. This is often done by creating two different versions of the same thing and showing them to visitors at the same time, then measuring which version was more effective. For example, you might want to know if a headline on a landing page converts better if it’s written in the first person or third person. If you are curious about how to use A/B testing for your B2B organization, we’ve got you covered!

What is A/B testing?

A/B testing, also known as split testing, is a way to test different versions of a website, email campaign, or other B2B marketing materials and find out which one performs best. It helps in making smarter decisions about what to do next. For example, it could be used to figure out whether customers prefer one headline over another or which colors have the highest conversion rate. Basically, A/B testing lets you compare two versions of an element on a site — for example, “Click here” vs. “Click here!”—and see which version drives more clicks by measuring the number of clicks each receives in the same period of time. This is a great way to find out what will work best for your business and customers, particularly when trying to gain insights on B2B customers’ preferences and behaviors, which can be tricker to do. It can also help to identify problems with your site, such as broken links or confusing navigation, so it can be super handy!

How do I run an A/B test?

Running an A/B test on your website is one of the best ways to improve B2B marketing performance. This process can seem daunting at the beginning if you are new to it, but it is easier than you had imagined. If you are thinking about running an A/B test on your next B2B marketing campaign landing page, here are some pointers:
  • Create two variants of the same page with different content or CTAs (call-to-actions).
  • Launch each variant at the same time, so they’re both available to users at once.
  • Track conversion data for each variant over time, and compare them until the results are conclusive enough to make decisions on what works best.

How to create the best A/B test structure

When it comes to A/B testing, there are two main types: one-factor and multivariate. One-factor tests involve testing only one variable, while multivariate tests involve testing multiple variables at once. Multivariate tests are more complicated because they require more data and analysis, but they can also yield better results than a single-variable test. In a one-factor test, you’ll be testing a single element of a sales page. You can do this by changing the headline or body text, for example, or by using different types of images. Once you’ve tested these factors and determined which ones are most successful, then you can move on to multivariate testing. The best A/B test structure is the one that works best for your B2B organization. You should consider different factors when deciding on an A/B test structure, including:
  • The length of time it takes to run each version of a landing page, call to action and so on
  • How many potential customers you are reaching with each version of a sales page
  • How much revenue each version creates

A/B Test Plan

If you want to take advantage of the benefits that A/B testing offers, it’s essential that you have a test plan before getting started. It’s important to have a clear goal and a clear hypothesis before starting your tests, so they can be executed effectively. For example, if the goal is to increase webinar sign-ups by 20%, then this should be reflected in the initial design of your test page. This way, when it comes time for review, everyone on the team knows exactly what their role is and how each decision was made.

Growth Hacking and A/B Testing

Growth hacking, also called growth marketing, is the process of finding new ways to generate growth. This can include creating content like blog posts, e-books, and guides that teach your target audience something new. From there, you can build out an email drip campaign that sends users updates on the latest information they need to know about your product or service. Growth hackers also look at A/B testing as a way to optimize their messaging and make their offers more compelling for customers who are already familiar with them. For example, let’s say you’re running an email drip campaign for your company’s CRM tool in order to generate more leads from existing customers. You might want to test different subject lines for each email, so you’re able to get higher open rates than before without having any negative impact on people who’ve already signed up and, thus, receive these emails by default. A/B testing gives growth marketers insight into what works best when trying out new strategies related not only to marketing campaigns but also to sales processes such as lead generation programs, too.


Running A/B tests is one of the most important things you can do as a B2B marketer. To summarize, A/B testing is a tool that allows you to test different versions of a website, landing page, email, or any other marketing communication to see what works best. It’s an essential part of any data-driven strategy because it helps marketers focus on what their customers care about and find ways to improve their experience with the company. You don’t need to be a statistician or an engineer to run successful A/B tests. All you need is some basic knowledge of how the process works and a little bit of patience. If you follow the steps outlined in this article and keep your eyes on the prize (better conversion rates), then you will have no problem staying on track. —

About the Author

Linda Hinds is a content director at Launchpad. With extensive experience in the digital marketing space, she focuses on content creation related to growth marketing.
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