If we were to perform an A/B test during a few weeks in December without considering the historical context of that month, we might draw the wrong conclusions from the data we collected. However, we could account for that by extending the timeframe for our test to include the following three months as well.
Ultimately, getting as close as possible to an apples-to-apples comparison is critical for running an accurate A/B split test. If you’re not looking at comparable data sets, you won’t have the concrete information you need to take action based on the result.
And if you’re not looking at a large enough data set, you mom database risk getting a false result — it might be OK to change a word in your email subject line based on a small sample size, but you wouldn’t want to redesign your entire website based on a week-long A/B test that only reached a small fraction of your usual web visitors.
Use A/B Split Testing to Optimize Your Inbound Marketing Campaigns
A/B split testing is a key driver for optimization — one of the core principles of inbound marketing.
By continuously measuring the performance of your marketing campaigns and readjusting your approach as needed, you can move closer and closer toward the best possible result for your business. Remember your high-level business goals while you’re A/B testing and use your data as a guide toward those goals. Finally, if you think you're ready to accelerate your testing and experimentation, then check out multivariate testing.
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