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3 Ways A/B Testing Can Let You Down

‘Always be testing or ABT.’ We don’t know if that’s a thing, but we’re pretty sure it resonates with most marketers. 

We’re gonna get weird today and challenge the proverbial wisdom of A/B testing. 


Don’t worry. It’s cool. Stick with us. 

We’re all for A/B testing because who doesn’t want to squeeze out as many conversions as possible?

But, what if you’re on a small marketing team or heck, dare we say a marketing team of 1? A/B testing requires time, high volumes of traffic, and conversion rate optimization expertise that you might not have.

Here’s another way to look at it based from the folks at Unbounce: 

“For some marketers, a typical landing page converting at 5% might see 50 visitors a day. To see a lift of 20% to your conversion rate in these circumstances, you’d have to run an A/B test for 304 days.” 

304 days is not a viable option for most folks. 

Here’s some more food for thought on how A/B testing might let you down.

  • It’s very complex: While 95% of marketers recognize A/B testing has value for their business, 42% think it’s too difficult. Think about it for a sec. You need to have a hypothesis, a variable to test, a duration of time to test and then you must interpret the results. Sounds like middle school science class, right?
  • It can devour your time and demands tons of traffic: If you’re a small or medium-sized business, you know you need to move fast and smart. Speed and A/B testing don’t always go hand-in-hand.
  • It leads to “optimized” pages that aren’t actually optimized for each and every visitor: The one-size-fits-all approach to optimizing doesn’t work. It leads to targeting the average person, rather than the ideal customer. Let’s face it…the last thing you want is your customers slipping through your net.

If any of this resonates with you, we recommend scrolling down and checking out today’s tool recommendation. It’s absolute 🔥 and will save you a ton of time (and headaches). 

Facebook Question of the Day

Lauren asked a pretty great question, “Hey, y’all! I’m planning out 2020 and I’m curious….what tools do you use? Is there a template, worksheet, planner, or process that you swear by? I could use some advice!”

Smash the button to get in on this discussion👇

Testing Made Easy

You’re gonna want to try today’s tool out (srsly). 

It’s called Smart Traffic by Unbounce. 

No more lengthy testing periods or confusion around what campaign elements to test.

Powered by AI, Smart Traffic does all the work for you. It’ll send each and every visitor to the page variant that’s right for them.

Here’s the kicker: pages see an average lift in conversions of 20% compared to a traditional A/B test. 

All you have to do is create some variants, set conversion goals, and turn it on. 

You’ll have results in no time as Smart Traffic starts learning and optimizing after as few as 50 visits. 

Sign up for a free trial below.

“First Christmas”

How would you handle your first day if you worked for Santa?

Oreo tried to imagine what it might be like for the elf who goes on his first trip to deliver presents with the big guy in the red coat.

After driving the sleigh all night even Santa has to stop for a snack. Sending his elf on a cookie mission inside a gas station, the elf soon gets a quick lesson on how to properly eat an oreo cookie.

Ads from the Past

1960, Target

“Marketing is enthusiasm transferred to the customer”

Gregory Ciotti


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