How to Use A/B Testing on Twitter to Be Better at Social Media

Testing allows you to take a control (A) and put it up against a challenger (B).

You then split your traffic between each of the variations. In most cases you are looking to increase conversion rates. This can be an increase in sales, form submissions, or another action.

Typically, A/B testing can be handled inside Google Adwords if you are sending paid traffic to the page, or you can use a service like Optimizely or Unbounce to split up the traffic for you.

The advantage of using a service to manage the testing is that it will centrally house your results and even determine a winner once you reach statistical significance.

Once you have deemed a winner from your testing, you can then display the winner 100% of the time to your visitors.

You will be showing the higher converting page to all visitors and as a result increase your sales, leads, etc. as compared to using the lower performing page before.

As you may have noticed, you pretty much have to spend money one way or another to run these tests.

First, you’ll decide what you need to test. Since most tests focus around conversion rates, for Twitter I like to consider a conversion as a “engagements” as defined by Twitter. In order to increase engagement you can take one of these approaches:

• Test two different titles
• See what call to action works better
• Which image creates more engagement

Use your imagination, there are quite a few things you can test if you get creative. The goal is to increase the number of clicks you generate with each tweet.

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