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At its core, the concept being A/B split testing is simple. Say you've spent hours creating a great Infographic or other piece of content to better engage with your customers... but you just aren't sure that it's ready for publication quite yet. You could go with the version you already have, or you could make a few subtle changes that alter the look and feel - and you're not sure which one to go with.

Rather than shooting from the hip and just choosing one to put out in the world, you instead decide to put out both - each to small, different portions of your larger audience. You see which one performs better and then, with that insight, you make the changes you need before rolling that content out to everyone.

That is what A/B split testing is all about, and it also happens to be one of the most important modern day marketing techniques that people STILL aren't using to its full effect.

Why A/B Split Testing Matters

According to one recent study conducted by the Harvard Business Review, Microsoft performs more than 1,000 different A/B split tests per month with regards to its Bing search engine alone. Why would one of the biggest technology companies on the planet go to this amount of effort? Because Bing's revenue per search has literally increased by between 10% and 25% each year since it launched as a result. A single change resulting from an A/B test back in 2012 managed to increase Bing's revenue by 12% alone... and those are absolutely the kinds of results you can expect to see for your own business, too.

Remember that success in marketing is all about being able to get the right message in front of the right person at exactly the right time. Sure, you could trust intuition to help get you there - or you could let science and statistics do a lot of the heavy lifting. Feedback is always important in marketing because you need to better understand what is working and what isn't. A/B split testing is nothing if not another form of soliciting feedback from a core, representative portion of your target audience.

If you simply observe how different design choices perform and make an effort to understand those insights, you can use them as fuel to make better and more informed marketing decisions moving forward. It also saves you a tremendous amount of time and effort by preventing you from going "wide" with content that isn't really clicking with your audience - thus dramatically helping to improve the overall return on investment of your marketing campaigns at the exact same time.

If you'd like to find out more information about why it's so important to engage with A/B split testing and similar techniques as you construct your marketing campaigns, or if you'd just like to sit down and discuss your own needs with someone in a bit more detail, please don't delay - contact InfoStream today.