If you're in the inbound marketing world, chances are that you've at least heard of A/B testing, even if you've not implemented it.
If you've not familiar with it, it's a way of testing multiple variations of a design, call to action (CTA), or phrase in order to see which one performs better. Sounds simple, right? It is, really. And yet a lot of companies don't take advantage of it for whatever reason.
When done effectively, it can become an important part of refining your inbound marketing strategy. After all, research makes you a better marketer. Think of it as your secret weapon (of sorts), except it's not the kind of weapon that you have to conceal - or the kind that you'd want to break out in any sort of fight.
When to use A/B testing
A/B testing most commonly fails because the test itself has unclear goals, so you've got to know what you're testing.