AW360: Five A/B Testing Mistakes You’re Making

September 4, 2020
Running an airtight A/B test is always important, but in this unprecedented time of Covid-19, it’s more important than ever. We’re living in a “new normal,” meaning that what was working for your campaigns before the pandemic is probably not working for you right now.

Five A/B Testing Mistakes You’re Making

By Lauren Beerling / Associate Director of Performance Media – Paid Search

AW360 / September 4, 2020

Any digital marketer knows that running an A/B test is a surefire way to improve the performance of a paid media campaign. It’s as easy as looking at which ad in your test performs the best, right? Well, yes and no. Comparing performance is certainly the purpose of an A/B test, but what if your test is flawed, which leads you to a false result? You will end up wasting time and money without being any closer to the performance improvement you assured your client.

Running an airtight A/B test is always important, but in this unprecedented time of Covid-19, it’s more important than ever. We’re living in a “new normal,” meaning that what was working for your campaigns before the pandemic is probably not working for you right now. Testing – and testing well – is essential if you’re going to lead your business to success amidst a fluctuating market and shifting consumer behavior.

So, how do you know if your test is flawed? Here are 5 A/B testing mistakes you might be making.

Read the full story on AdWeek360

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