Engagement › Marketing · 4 of 4
A/B Testing
By RISE Business Framework · Created by Gary Harper and Brandon McCurdy · Reviewed
A/B testing, also called split testing, compares two versions of a message, page or campaign to see which performs better. In RISE, you test current strategies against new methods. A worksheet records each campaign's dates, creative and spend, then compares eight measures from conversion rate to ROI.
How RISE does it
- Compare two variations of messaging or content to see which performs better.
- Learn which pieces resonate with your target audience.
- Optimize campaigns so each dollar works harder.
- Test current strategies against new methods to find the best approach.
A/B Testing is one of four tools in Marketing, part of the Engagement quadrant of the RISE Business Framework.
The RISE tool
A/B Testing worksheet
Record Start Date, Completion Date, Description of Creative and Spend for Campaign #1 and Campaign #2. Then compare:
- 1Conversion Rate
- 2Click-Thru-Rate (CTR)
- 3Bounce Rate
- 4Page Visits
- 5Average Time on Page
- 6Revenue
- 7Cost Per Acquisition
- 8Return on Investment (ROI)
“A/B testing is like a compass for marketers... every dollar spent is an investment, not an expense.”Gary Harper
AI RISE Coach
Work through A/B Testing with the AI RISE Coach
“Walk me through A/B Testing in the RISE Business Framework and help me apply it to my business.”
Quick self-check
“We have consistent company messaging that carries through to all of our marketing materials and creative.”
Frequently asked questions
How do you run an A/B test?
Run two versions at the same time and change one thing. Record dates, creative and spend for each, then compare results such as conversion rate, CTR, revenue and ROI.
What can a small business A/B test?
Messaging, webpages, ad creative and distribution strategies. RISE also uses A/B testing to check that ad channels are effective.
The other tools in Marketing
- Analyzing a ProductRate each product on how scalable and how profitable it is, then take the action the 9-Box prescribes.
- Consumer PsychologyMatch your tactics to your buyers' mindset and to how they see your product's spending category.
- Writing a Marketing PlanSet audiences, objectives, budget, channels and a timeline, then track a KPI at every stage of the journey.
Related in another quadrant: Finance
