How to A/B Test Your Auto Dealer Marketing Ideas

There are times when a new marketing campaign strategy implemented at your auto dealership seems to be working really well, and you think it’s time that you tell your marketing staff to focus more of their time and energy on it. However, we recommend that you wait a bit more before you commit your dealership’s resources to this new strategy, because there is a chance that it could be done even better. 

Using what’s known as A/B testing, you can determine whether your new marketing campaign can be improved upon for even better returns.

What is A/B Testing?

In A/B testing, your marketing staff will come up with two identical versions of a strategy with just one single difference. Once you run them both and see the results, you will be able to understand clearly which variation of the strategy will work better than the other.

The most important thing to do before your dealer marketing team runs an A/B test is to decide what exactly needs to be optimized. Settle on a specific area and one that can be measured. For instance, you may want to improve the open rates of your promotional email by checking different combinations of subject lines or the time when they are sent out.

Setting Up A/B Testing

Once your priorities are agreed upon, the test itself needs to be designed. 

Remember, apart from the element that needs to be tested, everything else will have to be the same. This is so that you can be sure of which variable was responsible for the results.

It can take some time for the results to return, so patience is the key here. 

The amount of time the test is allowed to run and the size of the audience play an important role in the accuracy of the A/B test for your auto dealer marketing collateral.

Analyzing A/B Tests

Once you have the results, you need to analyze them with a reliable data analytics tool or platform. Don’t be disheartened if your A/B test fails, as it probably just means that there was no measurable difference between the two versions. 

As all the results you see are based on real data, A/B testing eliminates the possibility of making costly mistakes. You can then straightaway implement a highly optimized campaign strategy that has been verified to provide great Returns on Investment (ROI).

For more information on A/B testing for Auto Dealer Marketing, Contact Us.