Mobile marketing optimisation through A/B testing is becoming gradually more important. Not just to see which variant of a page wins in terms of revenue generation, however also for broader insights that can help inform different teams outside of the testing or growth teams.
The key is to have a good understanding how mobile audiences are engaging with your company holistically and where they are in their journey when this engagement takes place. Once you understand that, you are able to set up a comprehensive plan in order to engage those users at that stage.
With a more competitive app market than ever before, learning how to optimise your app – and your digital marketing campaigns – is crucial. Even a small change in your app’s user experience could have a significant impact on conversion rates. This means that it’s important to test what works and what doesn’t.
A/B Testing In A Mobile World
For mobile marketers, A/B testing frequently means optimising conversion funnels within your mobile app through testing with calls to action, new user flows, pictures as well as layouts in addition to A/B testing advertising which drives mobile acquisition.
However, A/B testing solutions can be utilised for so much more than basic optimisation.
You are able to group mobile users into two key categories:
- Firstly, there are those who are in high exploration mode – perhaps on a train or drinking a coffee – who are simply passing time and looking to entertain themselves.
- Then there are those who have very high intent but only have a limited amount of time to discover what they are looking for, perhaps because they forgot to do it before leaving the house or the office and are usually on the go. For these people, it’s important they find whatever it is they need to execute as quickly as possible.
For companies, therefore, it’s extremely important to create a balance between engaging mobile users when they want to be engaged, however not at the expense of blocking their access to key information or your primary CTA.
Develop A Hypothesis
Firstly, you need to research – as well as analyse – the information available and establish your hypothesis. Without this, you won’t have the ability to define which variable to test. For instance, your hypothesis could be that having fewer products on display upon opening your e-commerce app will increase the session time. This hypothesis, which must be informed by prior research, can then be utilised in order to define your variable.
Personalisation is another fundamental area which continues to grow. Again, it’s about engaging users with content that is relevant to them. By using A/B testing, companies can be assisted with delivering different types of personalisation, such as helping them to provide localised content.
For instance, in the US there are restrictions on the types of offers you can provide customers in certain states, such as California. However, there are different ways in order to develop personalisation beyond third party cookies. For example, account-based marketing campaigns allow for highly personalised content to be served to a user.
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