A/B Test Your Way to Success

By Matt Van Ormer, Manta Director of Subscription Products - September 2, 2015

A/B Test Your Way to Success

As a small business owner, you make critical decisions every day. What if you aren’t sure you’re making the right decision? A/B testing can help.

An A/B test takes a portion of your customers (or audience) and divides them into two groups—control and test—for a defined period of time. The test group gets the new price, new message, etc., while the control group continues with the existing one.

For an A/B test to be successful, you should establish a benchmark to measure the test against. Benchmarks could be things like total revenue, number of times your marketing email is opened, or the number of customers who complete a purchase on your website. That way, when the test is complete, you will have measurable results that will give you confidence to move forward with the plan.

Matt Van Ormer, Manta’s director of subscription products, manages products and services that small business owners can use to market themselves on Manta and beyond.