A/B
testing
Elevate your performance
Did you know that a successful A B test can increase your conversion rate by up to 49 percent? Small changes, tested well, can create meaningful impact over time.
At Traction, we use testing to compare variations of ads, content and pages so we can see what truly works. We test across Google, email, landing pages and more, focusing on specific elements like messaging, design and calls to action.
This approach removes guesswork, builds stronger assets over time and helps you invest with confidence, knowing your marketing is improving based on real evidence, not assumptions.
Effective marketing through science
Testing is how we turn marketing into a system that improves over time.
We start with a clear baseline, then change one element at a time, such as the message, the image or the call to action. We run these variations side by side so we can see what your audience responds to, based on real behaviour, not assumptions.
We track what matters, compare results, apply what we learn and test again. Each round of testing sharpens performance, strengthens your assets and improves results, so your marketing becomes more effective with every cycle.
Why we focus on testing?
Most marketing does not fail because it is bad. It fails because no one knows what to change. Testing turns marketing into a system that learns. By observing real behaviour and clear data, it shows what your audience actually responds to and where your investment is truly working.
This is what makes digital powerful. Unlike print, broadcast or outdoor, you do not have to wait until a campaign ends to know if it worked. You can see what is landing, what is not, and improve while results are still being shaped.
That is why testing matters. It removes guesswork, builds confidence and helps your marketing get better every time you use it.
“A/B and multivariate tests underpin our marketing approach. Over the years we’ve refined our strategies to the point that we now outperform global benchmarks every single time. And we don’t limit it to digital; we encourage our clients to split test everything from sales playbooks to feature requests.”
– Chris Clarke
Have a sneaky peek at some of our foundational tests…
Colours
Which combination of colours make your marketing pop? It might be a surprise to learn just how influential colour psychology is: according to HubSpot, up to 90% of an initial impression comes from colour, colour can increase brand awareness and recognition by 80%, and colour can influence 85% of customers’ purchasing decisions.
This is why Google A/B tested 41 different shades of blue to find the button that performed best when the company introduced ads to Gmail. As a result they added an extra $200 million of ad revenue to their bottom line.
Buttons
The entire point of most emails, ads and landing pages is to ‘convert’ the audience by getting them to click on a button. Your buttons are therefore one of the most beneficial places to focus your A/B testing efforts.
Between text, colour, size, shape and position, there are a surprising number of button elements to test and enhance. A few traits are universal, however: the design should be eye-catching, the copy should be compelling, and the button should be positioned prominently on the page.
Tone of voice
Just as important as what you say is how you say it. Tone of voice is rather intangible and subjective, but A/B testing can help to quantify it, by directly comparing one version of copy against another.
The most effective tone of voice will be the one that resonates best with your target audience. You probably have an intuitive sense of whether your voice leans more funny or serious, casual or formal, irreverent or respectful, enthusiastic or matter-of-fact, but A/B testing can be a useful and methodical way to clarify those thoughts and write better copy.
