Like everything else in the world, your audience is constantly evolving, expanding, and changing. It’s impossible to keep a pulse on your audience without constantly testing. And this is where an A/B test can come in handy for marketers and fundraisers.
Before you decide to do an A/B test, you MUST have a solid why. WHY are you doing this? WHY will anyone besides you care? WHY will these results be valuable enough to make any changes? These are the key questions you must answer to develop a compelling and convincing case to, as my boss puts it, “mess with our audience.”
Conducting an A/B test is relatively complex, but if you divide your work into three main phases, it breaks down pretty easily.
How often do you do A/B tests with your audience? What do you do with the data? Tell us in the comments!