A/B testing is a staple of digital marketing, and it's one of the best ways to get quantifiable data about what's working and what's not.
One of the places you can implement this strategy is in your Facebook ads, where A/B testing can help you hone your copy, your imagery, and your audience targeting to maximize the ROI for your ad spend.
But are you doing A/B testing wrong?
Believe it or not, a lot of marketers are taking the wrong approach, throwing off their results and lowering their conversion rates.
A recent article from AdEspresso addresses common A/B testing mistakes that marketers make on Facebook.
Here's what might be standing in your way.
1. A/B testing mistake 1: testing too many ad variations at once
While it’s tempting to create 100 different ad variations and instantly see which headline, ad image, and call-to-action work best, it’s a bad idea.
Because you don’t have enough budget for it.
You need to allocate enough budget to each ad set to reach enough impressions and clicks for statistical significance.
2. A/B testing mistake 2: the results aren’t statistically significant
Many marketers make the mistake of jumping to early conclusions.
You shouldn’t conclude an A/B test unless it has reached 10,000 impressions and 500 clicks (the same rule applies to your website A/B testing).
Here’s a great article by ConversionXL, explaining how to get statistically valid A/B testing results.
3. A/B testing mistake 3: You stop testing
After you’ve found out which ad image works, you stop testing.
But after your target audience has seen the high-performing ad image for a few months, they’ll get bored with it.
That’s why you need to create new A/B tests to see whether your current ad elements are still the best ones to use.
You can find more reasons why Facebook ad campaigns fail over at AdEspresso, including low relevancy, repetitive ads, and more.