A/B testing V/S Personalization
A/B testing and Personalization are two different concepts altogether. But who would have ever thought that they can intermingle together. What conjoins them is the basic purpose of both the elements. That is to optimize a page’s performance and drive more conversions and revenues.
Both drive out similar results. What differentiates them is their functionality. Before discussing which one is used in which case. Let’s discuss what are they ?
What is A/B testing ?
AB Testing is also referred to as split testing. A firm can determine the conversion rate of its Website through the two versions of a particular web page ( i.e. Version A and Version B). It can easily analyze the optimum version of the webpage which is generating more traffic. How does the business do it? by tracking the response of a customer on one version of the website than the other one. Version A is the currently used version. Version B is a variant of version A.
AB testing allows you to change one element of a web page at a time. For ex-You have a home page or landing page. You can change the headline or you can change the content in its variation page. Thus you can know the effectiveness of these minor modifications. Know which version will land you more traffic and conversions.
What is Personalization ?
Analyzing A/B test, you can come to the conclusion that it allows you to display the best possible version of your page to the users. On the other hand, personalization is a much wider concept to explore. It allows you to cater specific audience through personalized content. You are engaging a specific group or audience through personalization on the basis of users browsing behaviour.
A/B testing is a Powerful tool
By knowing about both the concepts in depth. One can easily frame out the difference between the two. Although both are complicated processes.
- AB testing requires inclusive insights into your website. Without the statistical details, you cannot make out which element needs to be tested.
- You must have appropriate data to cite out the issues. Also, you cannot test until and unless you make a hypothesis of the data.
- finally, after testing you must analyze the results. Also, many marketers fail to test successful marketing campaigns. They must remember that they can pick the best out of the successful campaigns. So that they can use them for nurturing other users as well.
Be attentive while Personalization
Personalization also involves a hectic process of segmenting users based on their browsing behavior and actions they perform on the site.
- Segment users and engage them through personalized content. You can segment the users on the basis of their individual attributes, values, and opinions.
- You can also segment users in the following ways :
- New v/s returning users.
- Segment users on the basis of their location, devices, and social media profiles.
- Segment users on the basis of their journey or sales stage.
Let’s illustrate the difference between the two through a use case :
Say, you have a central website that serves the users of two different countries. i.e. India and Australia. You are coming up with a marketing campaign for winter clothes in December. Although the campaign will run well in India. The other country would face a wreck. In order to avoid the issue. You must understand your audience and serve them accordingly by providing them effective content.
Now you can have two landing pages to serve a different set of audiences through personalization. It will let you understand your customer base. Also, you can have higher conversion rates. You can conclude that A/B test is more content-based and personalization is more about target a specific audience.
Both are powerful tools in boosting your marketing strategies. You cannot neglect any one of them while serving your audience.
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A/B testing is based on statistical analysis and objective data connections. It provides quantitative insights into which version performs better based on specific metrics, such as click-through rates, conversion rates, or time spent on the page.
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