A/B Testing in Digital Campaigns: What to Test & Why It Matters

A/B Testing in Digital Campaigns: What to Test & Why It Matters

Digital marketing is part creativity, part data—and when it comes to making decisions based on real results, A/B testing is one of the most powerful tools in your arsenal. Yet, many marketers either don’t test at all or focus on the wrong elements. If you want to improve click-throughs, conversions, and ROI, it’s time to experiment strategically.

In this post, you’ll learn what A/B testing is, why it matters, what to test across your digital campaigns, and how to do it right.

✅ What Is A/B Testing?

A/B testing (also known as split testing) is the process of comparing two versions of a digital asset, such as a web page, email, ad, or CTA, to determine which performs better. By changing a single variable at a time, you can isolate what resonates with your audience and optimize performance.

For example:

Version A: Headline says “Download Your Free Guide”
Version B: Headline says “Claim Your Free Strategy Guide Now”

The goal? Use data to guide decisions instead of guessing.

Why A/B Testing Matters

Here’s why A/B testing should be part of your strategy:

Increases conversions: Small changes can lead to big lifts in performance.
Reduces wasted spend: Especially important in PPC campaigns.
Improves user experience: You learn what’s more intuitive or attractive.
Validates ideas with real data: Avoid relying on personal opinions or assumptions.
Minimizes risk: Test changes before rolling them out to 100% of your audience.

What to Test in Your Digital Campaigns

Here’s a breakdown of what to test by channel or campaign type.

Email Marketing

Subject lines (urgency vs. curiosity)
Send time/day
CTA button text (“Download Now” vs. “Get My Copy”)
Image vs. no image
Personalization (with or without first name)

PPC Ads (Google, Meta, LinkedIn, etc.)

Headlines (benefit-focused vs. feature-focused)
Description copy
Display URL text
Call-to-action phrases
Ad image or video creative
Audience targeting parameters

Landing Pages

Headline and subhead
Page layout or length (short-form vs. long-form)
Form fields (3 vs. 5 fields)
CTA placement (top, middle, bottom)
Testimonials or trust badges
Hero images or background visuals

Social Media Ads

Video vs. image
Hook in the first 3 seconds
Caption copy or hashtags
Carousel format vs. single image
Emoji use in copy

Website UX & CRO

Navigation menu layout
Pop-up offers or exit intent modals
Pricing page design
CTA color or wording

How to Run an Effective A/B Test

Set a clear goal
Are you optimizing for clicks, signups, downloads, purchases, etc.?
Test one variable at a time
This ensures you know exactly what caused the result.
Use the right sample size
Too small, and your results aren’t statistically valid.
Run the test long enough
Typically, at least 1–2 weeks, depending on traffic volume.
Use reliable tools
Try platforms like:
- Google Optimize (sunsetting in 2023, but alternatives include VWO and Optimizely)
- Mailchimp and ConvertKit (email testing)
- Facebook Ads Manager (A/B test option)
- Unbounce (landing page testing)
Measure and analyze
Review conversion rates, bounce rates, time on page, or other relevant KPIs.

Common A/B Testing Mistakes to Avoid

Testing too many things at once
Not testing long enough for conclusive results
Ignoring mobile-specific variations
Concluding without statistical significance
Letting personal preference override the data

Pro Tip: Keep a Test Log

Document what you’ve tested, the results, and the insights gained. Over time, this builds a valuable internal playbook for what works best with your audience.

Final Thoughts

If you’re not A/B testing your digital campaigns, you’re leaving performance on the table. From emails to ads to landing pages, consistent testing helps you fine-tune your message, engage your audience better, and drive real results.