A/B Testing for the best results

Variant Analysis

Getting the most from an advertising campaign or marketing initiative can often be about trial and error. How do you really know if you're getting the most return on marketing investment if the campaign isn't tweaked to see the impact on buyer or user behaviour based on small modifications? TERMINALFOUR Site Manager is equipped with the latest variant analysis capabilities to enable the modification and tracking of changes to specific marketing campaigns.  

A/B testing allows you to measure the most successful variation of a page. This variation can be a subtle difference in text, colour, design or could be a very different structure. Using TERMINALFOUR Site Manager you can easily:

  • Create the variations
  • Add the code to measure the impact
  • Implement the most successful variant after you have completed your testing

A/B testing allows administrators to optimise conversion metrics by publishing different content versions and testing their results. TERMINALFOUR Site Manager allows users to preview content, while forcing certain A/B output in the staging area.

A/B testing can be applied to:

  • Text - testing different messages or content items
  • Graphics – testing different ad copy, varied product images, etc
  • Page layout - place different items on different locations on the page

The life cycle is as follows:

  • Two or more TERMINALFOUR Site Manager “Microsites” are configured under the Channel you wish to A/B test
  • When a user is adding content, two content pieces are added instead of one (known as variations). For each variation you select which channel/microsite it is to appear on using a tick box. It's as simple as that.
  • In terms of publishing, a small piece of code maybe needed on the web front end (or the load balancer) to alternate the A/B view.
  • Then it is just a matter of tracking results. This can be done using tools such as Google Analytics or using code variables within your system.