{"id":1164,"date":"2019-09-21T11:01:13","date_gmt":"2019-09-21T14:01:13","guid":{"rendered":"https:\/\/verocontents.com.br\/?p=1164"},"modified":"2024-04-17T14:52:30","modified_gmt":"2024-04-17T17:52:30","slug":"what-are-ab-tests-and-how-to-use-them","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/","title":{"rendered":"What are AB tests and how to use them?"},"content":{"rendered":"<p>Digital marketing is a field where we constantly learn through practice. Of course, it is essential to study and stay up to date, but the practical part has to go hand in hand with knowledge. And it is to explain what AB testing is that we wrote this article, as it is one of the most important practices in digital marketing.<\/p>\n<p>After all, one of the characteristics of digital marketing is the ability to carry out tests, change strategies in real time and <a href=\"https:\/\/verocontents.com.br\/en\/blog\/measure-results-online\/\" target=\"_blank\" rel=\"noopener noreferrer\">to analyze<\/a> constantly results.<\/p>\n<p>In this article, you will learn about the concept of AB testing, where it can be applied and how you should perform the tests. Check it out:<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-black ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Index<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#O_que_sao_testes_AB\" >What are AB tests?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Porque_devo_realizar_testes_AB\" >Why should I perform AB testing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Onde_posso_aplicar_no_marketing_digital\" >Where can I apply for digital marketing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Quais_cuidados_tomar\" >What precautions to take<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Quais_testes_posso_realizar\" >What tests can I perform?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Em_uma_pagina_de_um_site_ou_blog\" >On a page of a website or blog<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Titulos_e_Subtitulos\" >Titles and Subtitles<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Imagens_e_Videos\" >Images and Videos<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#CTAs\" >CTAs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Textos\" >Texts<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Formularios\" >Forms<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Cores_e_elementos\" >Colors and elements<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Em_uma_landing_page\" >On a landing page<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Descricao_da_Oferta\" >Offer Description<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Confiabilidade\" >Reliability<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Testes_em_E-mail_marketing\" >Email Marketing Tests<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Testes_em_anuncios\" >Testing in ads<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Titulos\" >Titles<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Imagens\" >Images<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Textos-2\" >Texts<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#CTAs-2\" >CTAs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Palavras-chave\" >Key words<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Como_planejar_o_teste_AB\" >How to plan AB testing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Tenha_um_objetivo_claro\" >Have a clear goal<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Escolha_a_variavel\" >Choose the variable<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Coloque_em_pratica_com_cautela\" >Put into practice with caution<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#De_tempo_ao_tempo\" >Give it time<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-ab-tests-and-how-to-use-them\/#Analise_os_resultados\" >Analyze the results<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"O_que_sao_testes_AB\"><\/span><span style=\"color: #ff9900;\">What are AB tests?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>AB testing is an experiment involving marketing actions of any kind, whether online or offline, where we test versions of a piece of content to see which one is most effective. In this article, we will focus solely on digital marketing, but AB testing can also be used as an experiment for offline actions.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Porque_devo_realizar_testes_AB\"><\/span><span style=\"color: #ff9900;\">Why should I perform AB testing?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Each market has its own characteristics and peculiarities and each audience can react differently to a given market. <a href=\"https:\/\/verocontents.com.br\/en\/blog\/email-marketing-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">email campaign<\/a>, to a conversion into a <a href=\"https:\/\/verocontents.com.br\/en\/blog\/landing-pages-what-they-are-and-how-to-use-them\/\" target=\"_blank\" rel=\"noopener noreferrer\">landing page<\/a> or an advertisement for a specific campaign.<\/p>\n<p>Therefore, it is important to be aware that AB tests serve to improve your results. These tests translate into numbers and practical results what we imagine before implementing our actions and campaigns.<\/p>\n<p>And in digital marketing, metrics are extremely important to evaluate the results of our actions, right? So, AB tests help us not only improve results, but also understand the behavior of our audience.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Onde_posso_aplicar_no_marketing_digital\"><\/span><span style=\"color: #ff9900;\">Where can I apply for digital marketing?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This is an important question and helps you understand what AB testing is. You can apply it to practically everything on the web. Whether it\u2019s advertising campaigns, <a href=\"https:\/\/verocontents.com.br\/en\/blog\/how-google-adwords-works\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google Adwords<\/a>, on social networks, landing pages and <a href=\"https:\/\/verocontents.com.br\/en\/blog\/why-website-design-is-important-for-user-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">pages of a website<\/a>, even in form positions and email marketing campaigns.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Quais_cuidados_tomar\"><\/span><span style=\"color: #ff9900;\">What precautions to take<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Since everything can be tested within digital marketing, it is important that you have control over what is being tested.<\/p>\n<p>The first thing to keep in mind is that you must have a certain volume to perform the test. In any type of research or testing, working with low sample sizes can distort the results. Therefore, AB tests must be performed with a certain volume of interactions (visits, lists, views, etc.) to have statistical validity.<\/p>\n<p>Another important point is that the results of AB tests will depend on continuous analysis, since in some campaigns, the differences in results may be very small. We cannot therefore assume that every time we perform AB tests we will see a splendid improvement in the results.<\/p>\n<p>The third point is to know which <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-kpi-and-why-is-it-important-2\/\" target=\"_blank\" rel=\"noopener noreferrer\">metric <\/a>you are testing. It is very common when we perform an AB test to have a better result in a metric that may not be the one we would like and to have the mistaken impression that the campaign was successful. Therefore, the objective must always be clear, as this way you will have focus on the metric that is being evaluated.<\/p>\n<p>And don&#039;t forget: to know what&#039;s making a difference in your results, you should always test changing one element or variable at a time. If you change more than one variable in your test, you won&#039;t know which one is influencing the result.<\/p>\n<p><a href=\"http:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/10\/o-que-sao-testes-AB-e-como-utiliza-los2a.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-2222 size-full\" src=\"http:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/10\/o-que-sao-testes-AB-e-como-utiliza-los2a.jpg\" alt=\"\" width=\"1000\" height=\"400\" srcset=\"https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/10\/o-que-sao-testes-AB-e-como-utiliza-los2a.jpg 1000w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/10\/o-que-sao-testes-AB-e-como-utiliza-los2a-300x120.jpg 300w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/10\/o-que-sao-testes-AB-e-como-utiliza-los2a-768x307.jpg 768w, https:\/\/verocontents.com.br\/wp-content\/uploads\/2017\/10\/o-que-sao-testes-AB-e-como-utiliza-los2a-600x240.jpg 600w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Quais_testes_posso_realizar\"><\/span><span style=\"color: #ff9900;\">What tests can I perform?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>We will mention, in each of the main media, what types of tests you can perform to achieve better results, or reach the conclusion that you did the best job \ud83d\ude0a.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Em_uma_pagina_de_um_site_ou_blog\"><\/span><span style=\"color: #ff5500;\">On a page of a website or blog<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h4><span class=\"ez-toc-section\" id=\"Titulos_e_Subtitulos\"><\/span><span style=\"color: #ff6600;\">Titles and Subtitles<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>The title is the first item to test. After all, it will be present on the page, but it will also be seen outside of it. It has the power to make the visitor click, if they are interested in the subject, especially if the destination is a <a href=\"https:\/\/verocontents.com.br\/en\/blog\/want-to-have-a-successful-blog\/\" target=\"_blank\" rel=\"noopener noreferrer\">blog<\/a>.<\/p>\n<p>You can test the type of approach, always thinking about what will make the visitor want to click. Will it be very eye-catching? Will it provide tips?<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Imagens_e_Videos\"><\/span><span style=\"color: #ff6600;\">Images and Videos<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>The images and <a href=\"https:\/\/verocontents.com.br\/en\/blog\/tips-on-how-to-promote-your-brand-on-youtube\/\" target=\"_blank\" rel=\"noopener noreferrer\">videos<\/a> attract and also keep the visitor on your page. The image visually translates what you are trying to convey on that page. We have to imagine that some people are more visual than others. Therefore, test both images and content.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"CTAs\"><\/span><span style=\"color: #ff6600;\">CTAs<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Your text on the page has a purpose, doesn\u2019t it? It has to\u2026 So think about what it is. <em>call to action<\/em> you will include and test. Will it be a sign-up on a form? Will it be a CTA to a <a href=\"https:\/\/verocontents.com.br\/en\/blog\/rich-materials-they-contribute-to-the-generation-of-qualified-leads\/\" target=\"_blank\" rel=\"noopener noreferrer\">e-book<\/a>?<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Textos\"><\/span><span style=\"color: #ff6600;\">Texts<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Is your page just informative about a product or service? Is the text too long or too short? Is the format appealing? Remember to test each item one at a time.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Formularios\"><\/span><span style=\"color: #ff6600;\">Forms<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>The form is a separate case everywhere. You can test the number of fields, the CTA that is on it, the button and even the size of the form itself.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Cores_e_elementos\"><\/span><span style=\"color: #ff6600;\">Colors and elements<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>The page may be too busy (or not). Therefore, test the elements or the quantity of them. Colors, then, are worth mentioning\u2026 we all know how important they are in the layout. Don&#039;t forget to test them.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Em_uma_landing_page\"><\/span><span style=\"color: #ff5500;\">On a landing page<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The items mentioned in the example of a page also apply to a landing page. In fact, testing landing pages is not easier than testing a page, just because a landing page has fewer elements. Since its function is <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-conversion-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">convert<\/a>, you might be surprised at how many tests are possible.<\/p>\n<p>In addition to those already mentioned, we can include:<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Descricao_da_Oferta\"><\/span><span style=\"color: #ff6600;\">Offer Description<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Your landing page has a tempting offer, but your description isn\u2019t making your visitor want to convert. Test your description.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Confiabilidade\"><\/span><span style=\"color: #ff6600;\">Reliability<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>How about including a testimonial? It can be text or video. Or, include a video talking about the offer and how it can help your audience.<\/p>\n<p>It is important to note that in the case of landing pages, the positioning of the elements and the colors make a big difference. Everything from where we place the form to the amount of text can be tested.<\/p>\n<p>Remember to have the <em>call to action<\/em> of your landing page very clear to whoever is accessing the page.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Testes_em_E-mail_marketing\"><\/span><span style=\"color: #ff5500;\">Email Marketing Tests<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Emails allow us to test many things. The subject line is the first item. You can select a smaller sample of your base and do an A\/B test on the subject line and send the rest of the emails with the subject line that performs best.<\/p>\n<p>Additionally, you can also test conversion buttons, if that is the function of your email, image position and even text volume.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Testes_em_anuncios\"><\/span><span style=\"color: #ff5500;\">Testing in ads<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Personally, I test ads all the time. Whether it&#039;s Google Adwords or Facebook Ads, you can test whatever you want:<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Titulos\"><\/span><span style=\"color: #ff6600;\">Titles<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Test your ad title, especially if you\u2019re working with sponsored links. It makes a big difference.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Imagens\"><\/span><span style=\"color: #ff6600;\">Images<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>In the case of Facebook Ads, the image makes all the difference. It can bring more interactions or conversions and improve your quality score in auctions.<\/p>\n<p>The same applies to banners on websites or in advertising campaigns. <a href=\"https:\/\/verocontents.com.br\/en\/blog\/o-que-e-remarketing-ou-retargeting\/\" target=\"_blank\" rel=\"noopener noreferrer\">remarketing<\/a>.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Textos-2\"><\/span><span style=\"color: #ff6600;\">Texts<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>In Google Adwords, texts are a special case. Without them, you simply won&#039;t get clicks.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"CTAs-2\"><\/span><span style=\"color: #ff6600;\">CTAs<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>What is the objective of your ad? Remember to test the CTA.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Palavras-chave\"><\/span><span style=\"color: #ff6600;\">Key words<\/span><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>In sponsored link campaigns, testing keywords is essential. See which ones are performing best and optimize your campaigns.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Como_planejar_o_teste_AB\"><\/span><span style=\"color: #ff9900;\">How to plan AB testing<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The <a href=\"https:\/\/verocontents.com.br\/en\/blog\/strategic-planning\/\" target=\"_blank\" rel=\"noopener noreferrer\">planning<\/a> is essential in any marketing action, and in digital it is no different. There are basically 5 steps:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Tenha_um_objetivo_claro\"><\/span><span style=\"color: #ff5500;\">Have a clear goal<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Improve traffic to a page? Improve a conversion rate? Know exactly what the goal of the test will be.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Escolha_a_variavel\"><\/span><span style=\"color: #ff5500;\">Choose the variable<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Is it a button change? The title? Don&#039;t forget that you are testing one variable at a time. And don&#039;t forget to use a <a href=\"https:\/\/verocontents.com.br\/en\/blog\/digital-marketing-tools\/\" target=\"_blank\" rel=\"noopener noreferrer\">assessment tool<\/a>, depending on the type of test you are performing.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Coloque_em_pratica_com_cautela\"><\/span><span style=\"color: #ff5500;\">Put into practice with caution<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Are you going to test the subject line of your email? Then be careful to send the test emails at the same time. In other words, have control over the test that is being carried out.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"De_tempo_ao_tempo\"><\/span><span style=\"color: #ff5500;\">Give it time<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Each action has its own time frame. If you are testing a landing page, you should give it more time to evaluate. In an email marketing campaign, the time frame is already short. In Facebook or Google Adwords ads, for example, the test can be 7 days (or even less, depending on the campaign).<\/p>\n<p>The important thing is to check the time frame of each case and always be vigilant.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Analise_os_resultados\"><\/span><span style=\"color: #ff5500;\">Analyze the results<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Was there a consistent variation or were the results very similar? Don&#039;t be shy about doing other tests, in some cases the results may be quick, in others not.<\/p>\n<p>And finally, be patient. The results are a combination of several factors. The important thing is to carry out tests to understand the behavior of your audience, which may be completely different from others. This will also make you increasingly assertive.<\/p>\n<p>Theory is essential, but only by putting it into practice in the form of testing will you be able to optimize your metrics. Let&#039;s get to work!<\/p>\n<p>Did you like this content? Sign up to receive our emails.<\/p>","protected":false},"excerpt":{"rendered":"<p>Digital marketing is a medium where we constantly learn through practice. Of course, it is essential to study and stay up to date, but the practical part has to go hand in hand with knowledge. And it is to explain what<\/p>","protected":false},"author":1,"featured_media":2223,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[15],"tags":[38,28,39,12,68,87],"class_list":["post-1164","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-e-vendas","tag-avaliar-e-evoluir","tag-calls-to-action","tag-e-mail-marketing","tag-marketing-digital","tag-metricas","tag-teste-ab"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>O que s\u00e3o testes AB e como utiliz\u00e1-los? 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