You're faced with conflicting A/B testing results. How do you determine the best SEM decisions to make?

1 Analyze Data

Before you can make any decisions, you need to thoroughly analyze the A/B testing data. Look beyond the surface-level metrics and delve into user behavior patterns, conversion rates, and other relevant data points. Sometimes, conflicting results can be attributed to external factors like seasonal changes or market trends, so it's important to consider the broader context. Ensure that your data is statistically significant to avoid making decisions based on anomalies or insufficient information.

2 Review Goals

Your SEM campaign goals should guide your interpretation of A/B testing results. If the goal is to increase click-through rates, a variant with a higher rate is preferable, even if it leads to lower conversion rates. Conversely, if your goal is to improve conversion rates, you might prioritize a variant that excels in this area despite having a lower click-through rate. Aligning your decisions with your goals will help you choose the best path forward.

3 Consider UX

User experience (UX) plays a crucial role in the success of SEM campaigns. When A/B testing results are conflicting, assess how each variation affects the overall user journey. A layout that may lead to higher initial engagement could result in a drop-off later in the funnel if it's not user-friendly. Therefore, you must balance immediate metrics with the potential long-term impact on user satisfaction and retention.

4 Test Duration

The duration of your A/B tests can significantly influence the results. If you're getting conflicting data, it might be due to running the tests for an insufficient amount of time. Allowing the test to run longer can provide a clearer picture of performance trends. However, be mindful not to extend testing excessively, as this can lead to wasted resources and missed opportunities for optimization.

5 Seek Patterns

Look for patterns within your A/B testing results that could explain the discrepancies. Are there certain times of day when one variant outperforms the other? Do specific demographics respond better to one version? Identifying these patterns can help you tailor your SEM strategies to target the most responsive segments effectively and make more nuanced decisions.

6 Iterate Tests

Finally, don't be afraid to iterate on your A/B tests. Conflicting results often indicate that there's more to uncover. By tweaking your test parameters and trying new variations, you can hone in on what truly works for your audience. Continuous testing is a cornerstone of SEM success, and each test is a stepping stone towards a more effective campaign.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?