A/B Testing Tools

Chief marketers often comment that one of the biggest challenges in marketing today is using data to make better decisions for their customers.

There is so much more to digital marketing than you might think. Most of marketing’s top thinkers recognise that the biggest challenge involves interpreting as much data as possible, and allowing that to inform all of your digital marketing activities.

There are many different tools that allow marketers to do this, and they are generally split into two distinct categories: optimisation tools and personalisation tools.

Optimising your marketing allows it to appeal to the widest range of people, personalising goes a step further by ensuring your marketing efforts connect with individual users’ needs.

In our ever-advancing society, we need to optimise and personalize our marketing strategies. Although the two may sound similar, optimisation and personalization can actually be very different.

Optimisation is designed to determine the best possible presentation of content to a broad variety of users. Typically, optimisation rotates a series of options in front of an audience of users for a particular amount of time until statistics show a significant winner.

For example, a marketing team may be trying to establish which copy generates the greatest number of clicks on an online advertisement. They may run a series of tests with different wording until the results find a winner.

What is key here is that optimisation doesn’t attempt to serve each individual user best but rather an audience as a whole. This means that optimisation works well when making decisions on things like website layouts or ad designs.

Personalization, however, takes a big leap forward. Data is collected based on the browsing behaviour of individual users, generally through the use of tracking scripts.

As a result, a comprehensive profile of users is built over a period of time, meaning personalized solutions can be applied to that specific individual.

This profile could tell you what content this individual likes to consume, what time of day they do this, where they are doing it, and on what device – crucial information that will hugely boost your marketing campaigns. Try one of our Optimisation & Personalization Testing tools today.

The tools here have been manually curated as part of the larger set of marketing tools, if you have a suggestion to add to the list or would like to sponsor this list, get in touch.