One of the more interesting topics that we learned about in Web Marketing: Effective Websites was the use of A/B testing in digital marketing and why it is important to know what customers look for online in what you present to the consumer. When discussing A/B testing, we found out that consumers of certain products and brands feel uneasy if they are presented with a multitude of products in one segment, and a few products in the other. Customers like when there are fewer options to choose from so the decision can be easier on them and less stressful rather than picking from multiple products.
Another interesting fact we learned about A/B testing was the use of keywords when presenting an advertisement to a group of people viewing a product. The group of people were shown a “10% off deal” and a “Free Shipping deal” for a certain product and choosing either outcome landed you at the same price regardless. It was shown that more people tended to go with the free shipping option rather than 10% of their deal because the word “free” presents us a feeling of relief and comfort that we do not have to pay or buy something since its ultimately given to us.
A/B testing is a valuable asset to digital marketers so they can focus on their consumers needs and preferences in the market. Consumers are very simplistic and finding what certain attributes to a product or brand that is important to them and optimizing on those preferences can lead to success in the digital advertising market.
