How to Use A/B Testing for Your Marketing Assets 0 252

How to Use A:B Testing for Your Marketing Assets

You have the best product possible or perhaps the best kind of service available for your specific industry or niche. Your operations are sailing smoothly and you have tweaked your product or service to the point that it is already the best in the market. You have toiled and given blood sweat and tears to reach the level of quality where you are right now, and you are now ready to tackle the dog eat dog world of business.

But there is one problem that comes to stop you in your tracks, and that is the problem of proper marketing, specifically the choice of your marketing material.

The digital world is littered with blogs offering you a lot of business advice, some useful some not so much. However, one marketing technique that has stood the test of time is to do an A/B marketing material experiment to a selected audience or a portion of your clients and leads.

But first, what is an A/B marketing material experiment? Simply put, this is the process where you show two options to the audience and ask for their suggestions, recommendations, and comments about which would be the better marketing asset. In marketing or business courses, the term this is a split test, which is very aptly named. Here the audience is not the only one that is split but also the marketing materials, and you let the marketing audience think about the two or more said marketing materials.

While there are a lot of marketing materials that you can use and templates to apply and improve upon, the social aspect given by doing the A/B marketing test is immensely valuable because not only will you get more recommendations and improvements, you will already be putting your logo and marketing efforts at the back of their minds.

Doing the A/B marketing material experiment has led to a lot of great results. There are a lot of case studies that can be found on the internet that shows how big the increase and efficiency of the marketing material when it has gone through the A/B marketing material experiment, as compared to just sending out different marketing materials at the same time. An increase of almost 20% is the usual result with regards to the reach of the brand and lead conversion.

The A/B marketing material experiment traces its roots from statistics by applying the more academic two-sample hypothesis testing, and instead of using social issues as the topics, the A/B marketing test look for the brand recognition through the use of the marketing material.

Segmenting and Targeting

Market segmentation and targeting are very important in the marketing lifecycle. The A/B testing actually helps you fulfills both market segmentation and targeting since you have, in a loose sense, segmented the target audience by splitting them to show different marketing materials so that you will know what marketing asset would target them the best.

A/B testing is very popular in marketing online and even for web analytics. For instance, you can make two different material showing a different perspective. For example, one marketing asset will be more focused on a lower price for the product or service. The second marketing asset will focus on either more products or services to be provided at the same price that can be found in the market. Both are actually, in essence, discounts but just worded in a different way.

You may also notice some Facebook pages having different banners. Banners are actually a very useful marketing tool because it stays in the subconscious. Because you can see it prominently, the mind will capture it and then you ignore it. However, it is not truly ignored because it stays in your brain for quite some time. What you do not know is that the banner you see in the Facebook page was actually A/B tested first when the business owner or manager contracted someone, perhaps a graphic designer, to create a set of eye-catching banners. Once the set has been received, they do a test on it by sending to different target audiences in a small population, let us say around 30 people each, and then ask for the opinions and thoughts of the said audience. The banner that was the most well received will be the banner that they will add to your Facebook timeline and other social media accounts.

A tool that can help

Let us see that you already have the two marketing materials to be contrasted and compared. If you have already sent those assets to the tooth target groups and you have already received the results. A lot of business owners and managers will be tempted to just look at the numbers and then get the one with the highest conversions or results. That may work but only for a time. If you want to improve not only your marketing results but your marketing process, reviewing the data is important. Do not just leave the data after you already decided on what marketing material to use. Analyze it first. By doing so, you will be more well informed on what seems perhaps or what competitive advantages that you have which you have not noticed and then plan another marketing campaign. With your experience, making a new marketing campaign would be easier and more successful, because you have applied what you have learned.

Most of the business owners and managers will just use Microsoft Excel to tabulate the data and then make visual representations. That is good and all, but there are other more powerful and simpler online tools that are available to you.  One example would be the website A/B Test Guide, which is a free tool that can make not only graphs about the data and numbers but a tool that you can also use as a statistical aid, where you can get standard error deviations and then the more complex ratios like a z-score.

Doing an A/B testing is actually standard procedure now with online marketing campaigns. Do not miss out on doing so.

Also, check these 21 Helpful Productivity Apps

Previous ArticleNext Article

Leave a Reply

Your email address will not be published. Required fields are marked *

How To Work Hard Without Sacrificing Your Sanity 0 284

How To Work Hard Without Sacrificing Your Sanity

Companies idealize hard work and some even promise that you get compensated well without sacrificing your sanity.  But let’s be honest here, ok.  In the modern world, we know better. Most of us know that a lot of things are fake and that it’s hard to keep it real. In short, it’s hard to be authentic.

We eat more than we need. We buy overpriced coffee because of the brand. We buy cool looking t-shirts that we hardly ever use, and we waste our time watching mindless movies. Society dictates that we must keep a certain image.

Yes, you might be following the trends, but deep inside you feel empty. Deep inside, you feel you are a fraud.

The “more is more” lifestyle

You may be familiar with the “more is more” lifestyle. The more we have the better we are.  We often apply this lifestyle to our work as well. We clock in at the earliest possible time, then we work ourselves to death until we go crazy! In fact, people who sacrifice their lives are often branded as star employees!

I’m not telling you that this lifestyle is bad. In fact, if you keep working like this, you’ll eventually earn more money than your coworkers. However, your coworkers would probably be happier and healthier than you. Is that a good tradeoff?

Well if you don’t like to live like this, then I have good news for you. You can still be a hard worker and keep your sanity. You can work hard all day and do overtime without losing sight of who you are. You can even be successful and still be a nice guy (but that’s for another article).

So what’s your point?

What I’m trying to say here is that you can enjoy work even if you’re constantly on overtime. You don’t have to be fake, you can be who you are.

Of course, you still have to do your job well and impress your boss. Here are some tips and tricks to help maintain your sanity.

  1. Learn when to say “No”

Don’t be a Yes man/ Yes woman. Your friend might ask for help on their project. You really want to help them but you’re also burdened by projects as well. Some people would sacrifice their own time and work to help a friend out. Sure, you’ll be a good friend when you help them out but you’ll probably be reprimanded for not doing your job.

If you sacrifice yourself, then you’re going to miss deadlines and produce shoddy work. You may even lose your job for it!

Don’t be a martyr. Prioritize yourself before helping others. Remember that you can’t really help people out if you can’t even help yourself.

  1. Learn when to say “Yes”

After learning when to say “No”, you have to learn when to say “Yes”. To be more precise, you should know when you should help people out.

When you lend a helping hand, you are providing value to your colleagues. People will rely on you more, and your boss might see potential in you.  If you help people regularly, then you will most likely be put in a leadership role.

That means you’ll be spending more time managing people and less time doing menial labor.

  1. Take small breaks from time to time

Yes, this might seem pretty obvious but you’ll be surprised to see that most people don’t even take breaks when they’re stressed out. This is a recipe for disaster.

If you think that you’ve had enough, then STOP. Don’t think about the consequences, don’t think about your schedule, and don’t think about getting fired. Just STOP. Let go and take a break.

Once you’ve calmed down, then get back to work. You’ll find out that you’re more productive and more likely to get the job done.

  1. Focus

One of the reasons why you’re taking too long would be because you aren’t focused enough. I often waste my time replying to useless email and surfing on the internet. I know that it’s a bad habit but sometimes it helps me think that I’m being productive.

Well, to tell you the truth, I was only using it as an excuse to slack off and not do my job.

If you want to stay as sane as possible, then you have to do your job as quickly as possible.

  1. Be active during meetings

You miss a lot when you’re not paying attention. If you fail to ask questions or be passive during meetings, then things really won’t go your way.

You can express your concerns, your opinions, and even your feelings during meetings. You might not get what you want all the time but there’s a slight chance that you might have your way.

Get out there and be active.

  1. Keep contact with your boss from time to time

Most workers fear their employer. In fact, some employees do whatever they can to avoid talking to their boss.  And when they do meet their boss, they usually nod in affirmation and agree with everything that their boss says. If you’re doing this, then let me tell you one thing. You’re making a huge mistake.

Sure, you’ll feel less awkward and less pressured but you’re also sacrificing your productivity as well. You need to meet regularly with your boss and contact them from time to time. This is very important because you’ll be more informed to get the job done.

You will finish your work faster if you ask for your boss’s opinion and advice. And you will have good relations with your boss as well. Don’t let the fear of interacting with your boss get in the way of your productivity.


Well, those are some tips and tricks to help keep your sanity during work. Going crazy is a big no-no. Sure, it may be hard to keep your sanity if you’re missing tons of deadlines but if you know how to deal with it, then you can minimize the damage.

Remember that these are just tips and tricks. The best way to keep your sanity while working is to prioritize your well-being first. Eat healthily, sleep as much as you can, and exercise regularly.

21 Helpful Productivity Apps for Entrepreneurs.

Why Authenticity is Rarely Seen in the Workplace 0 326

Why Authenticity is Rarely Seen in the Workplace

Honesty is the best policy is an old but well-known proverb. It certainly is and a lot of people believe it. People will always appreciate the honesty of another.

However, the truth is uncomfortable to talk about, especially when you’re in an office set up. Business relationships are always built in a way where you need to put on a false persona. You need to save face and most of the time you have to hide who you really are.

Many professionals have to put up with this because authenticity in the workplace is something that can’t be easily achieved. No matter what your background is, the cold and honest (ironic huh?) truth remains that you have to hide your real persona.

Being authentic at work might trigger other people. You will be the target of envy, of scorn, and you will be an outcast.

Why Authenticity is Rarely Seen in the Workplace
Why Authenticity is Rarely Seen in the Workplace

What now?

So what does freedom in work actually mean? Does it mean having a pantry filled with things that you can eat at your own leisure? Does it mean having a dress code that allows you to come into the office while your favorite hoodie and sweatpants?

This is true for some people but to many others, it means being able to bring out who they truly are without having to fear to be an outcast. It means that’s they can simply be themselves. The question now presents itself, how do we achieve this for everyone?

We are all made up of layers

In this age, if you don’t act like other people or do what other people do, then you are already a target for scorn. Your unique perspective and actions aren’t really accepted by corporations and businesses.

People who come from the LGBTQ+ community or married individuals who choose not to have children may find that even the simplest of questions could open up a hazardous path leading to awkward office conversations. These people may be forced to answer a question that they don’t want to answer.

Questions like “when do you plan on having kids?” or “are you really gay?” are inquiries that people who fall under the spectrum of being ‘different’ have to deal with every day.  And honestly, it can get very tiring after a while.

Even if you aren’t technically hiding your sexual orientation, people will always still want you to magically conform to the norms of society. They may be thinking that asking questions like this might magically make you change your mind on whatever you’ve already set your heart on. To be honest, this never works.

The Global Head of Culture & Inclusion at Twilio, LaFawn Davis says that “We are all intersectional, meaning all have layers with which we identify. There can also be negative and long-term impact on intersectional technologists from expending the energy to determine whether or not all their layers will be welcomed or excluded”

Why Authenticity is Rarely Seen in the Workplace
Why Authenticity is Rarely Seen in the Workplace

The Pressure to Cover

In day to day office conversations, a non-conforming person may find themselves straining their minds. They are always burdened because they are always trying to think of ways to communicate with other co-workers without offending any of them.

An example of this would be, someone who does not have any interest in the importance of marriage or relationships in general. This person would have to find a way to explain that they are not interested in other people without offending the inquirer. In some cases, the non-conformist will have to evade the question altogether.

In tow with evading a conversation, individuals who find themselves in this type of situation commonly resort to talking about another co-worker. Not from ill intent, but from the perspective that this would be the only way to change the topic.

Of course, this is easier said than done. For the non-conformist, it would be hardly able to shake off the innate feeling of wanting to be different. One could not simply toss aside the feeling of being authentic. But, to talk about taboo things in the office would only lead to more complications.

Research shows that the act of ‘covering’, or the act of someone downplaying their differences from the norm actually affects the workforce badly. 3000 employees in over 20 large US firms had a turnout of 61% of employees that had faced implicit pressure to cover up their true selves in some way. While 50% of employees said that the pressure had disappeared because of their commitment to the company.

However, this practice still has a negative effect on people. This practice hinders the performance of the workers, and it could drain the individual in the process. Covering is also seen as a leading cause of attrition, with over 1000 casualties in companies.

Why Authenticity is Rarely Seen in the Workplace
Why Authenticity is Rarely Seen in the Workplace

Lead with Empathy

The best solution to this persistent problem is to develop safer and friendlier environments for people who fall under the spectrum of ‘non-conforming’. Leading with empathy includes implementing inclusive values, such as respecting an individual’s preferred pronouns.

To an employee, the people with the most influence are their supervisors. Once their team managers make them feel like their needs are acknowledged and that they’ve established that they are in a safe zone, then these individuals will feel less of an outcast and less likely to leave the company. Authentic concern for employees always produces good results, whether or not they are classified into the minority.

Supervisors must also strive to lead by example. Once someone from a higher position starts setting a new norm, their subordinates will start picking up on the habit. If everyone in the company starts being their true to themselves without having to hide behind a mask, then the company can slowly become a safe and conducive environment.

Being ‘authentic’ in this world is a hard feat to accomplish, but staying open and humble in a conversation helps in trying to make authenticity become the new norm. There is no single answer to the existing problem but if leaders lead with bravery and trust, they are sure to herd the industry into the right path.

How to Create a Culture of Collaboration.

%d bloggers like this: