Modern marketing operates with many tools and opportunities, and A/B testing can be considered one of the most informative. A/B testing is a methodology that evaluates the effectiveness of 2 or more variations of content and their impact on the final results - usually sales.
What can affect the effectiveness of marketing:
- landing page design
- color scheme
- placement of website elements;
- use of counters, modals, video content;
- the size of the discount;
- prices and the method of price presentation;
It is a fait accompli that changing one of the elements can lead to a significant change in landing page conversion or marketing profitability. Therefore, you need to create a number of pages with each variable to measure the result. This is where a shortlink service can help you.
You create a certain number of variations of the landing page, add the necessary UTM tag to each of them, and create a separate short link for each variation. After that, at the level of the advertising campaign, the rotation of short links is introduced.
Over time, the marketer will have a pool of links with statistics for each link and the results of A/B testing.
By the way, some shorteners even allow you to conduct A/B testing within a single short link that has certain rules for rotating long links.
In this case, the short link will mask any changes, and for the end user it will be a simple, short and clear link, and for the specialist, a whole array of useful information about the effectiveness of his work.