Lesson 2:

A/B Testing

The most successful marketers know that testing is crucial to building great content. Whether you’re publishing blog posts, landing pages, or new messaging, you should try a few different approaches and see what works best. Few of us will get everything right the first time. Instead, great teams experiment with different permutations to see what resonates with their customers and audience. They build something, put it out in the world to see how it performs, and then iterate to make it even stronger.


Adopting this “build and measure” mentality means you can double down on what works and scrap what doesn’t. Unstack’s A/B testing feature makes it easy for everyone on your team to launch a new experiment and get feedback on what’s working best. It ensures that you’re getting the most out of all the hard work you’re doing!

Why You Should A/B Test Your Landing Pages

Getting to know your audience is critical to creating the right messaging and content for them. One of the best ways to do this is with A/B testing, (sometimes called split testing). You can A/B test your header messages, CTA copy, images, blog post titles, and almost anything else you can think of! 

Sadly, most marketers don’t test things very often. This is due, in large part to the fact that a majority of teams don’t have access to tools that let them run A/B tests easily. If you don’t have software to help you, it can feel daunting to build and measure the performance of two different variants.

The silver lining here is that there’s a big opportunity for those teams who can run a good A/B test; (that’s you!) These teams will gain valuable insight about what an audience likes and dislikes. This knowledge can then inform all other marketing efforts, so that you’re always hitting the right notes.

How to Run an A/B Test

Try a basic A/B test on one of your landing pages. (This means, of course, that you’ll need to have a page you want to test.) One of the easiest things to test is your header message. It’s usually the first thing people look at on a landing page, and it can make all the difference between someone who wants to see more and someone who ignores the rest of the content on the page. 

Try coming up with two different header messages on your landing page. When you create an A/B test with Unstack, you can specify the goal you hope to accomplish. Decide whether you want your visitors to view a page, submit a form, or click through on a button. You can even customize how often you want people to see variant A vs B, as well as the certainly level you want to achieve before landing on the winning variant.

A/B testing

No matter what you’re creating, it’s worth testing a few different permutations. Every time you build something new is an opportunity to learn more about what your audience likes. This will help inform the messaging and content you build in the future, ensuring that you’re getting the most bang for your buck on everything you create. For more guidance, check out our best practices about how to run an A/B test.


Encouraging Others to Run A/B Tests

Ideally, your entire team will grow comfortable with the idea of A/B testing. Help them create a landing page and encourage them to run a basic experiment on it. Make sure everyone feels empowered to run experiments and feels comfortable with the possibility that an existing idea might fail. 

By trying new ideas - regardless of whether the idea succeeds or fails - you get important feedback about how to approach marketing in the future. This commitment to A/B testing is central to creating a team-wide  “build and measure” mindset. If you can get everyone to adopt this kind of mindset, you’ll gain a long-lasting competitive advantage over teams that aren’t running smart experiments.

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