A/B Testing for Nonprofits

How many times have you wished you could know what makes your audience click? What makes them stay on your website, read your content, and share your videos? What if you could anticipate their next move?

We have wonderful news: A/B testing can grant your wish to know exactly what your audience wants. Crazy, right? With A/B testing you can better serve your website visitors and learn what drives their actions. It may seem daunting or perhaps difficult to implement, but A/B testing, or “multivariate testing,” is actually one of the easiest ways to get marketing insights quickly. In fact, we consider A/B testing to be vital to any marketing success.

Our Marketing Director, Josh Kashorek, recently hosted a webinar on this topic with tips and tricks for A/B testing success. Check it out here.

You may be asking, what is A/B testing in the first place?

It’s quite simple: A/B testing shows you the results of two (or more) variations of a marketing effort.

For example, let’s say you’re creating an ad for an upcoming food drive. You create two versions of the ad - one with a white background and one with a red background. Which one will perform better?

With A/B testing, you’ll get real-time insight into which ad is performing better. In this scenario, you may discover 50% more people click on the ad with a red background as opposed to a white background.

With these insights, you can continue refining your A/B tests to optimize conversions and increase your campaign results.

Even more exciting is the money you save; A/B testing allows you to engage the audience you already have on your website, instead of spending thousands of dollars to increase your traffic.

Here’s what you need to start A/B testing today.

1. Know your email provider
You should already be sending out emails to help people see your organization’s mission come to life. Almost every email provider has a tool to let you A/B test variations of content. Here at Journity, we use MailChimp with built-in tools to test things such as subject lines, content, and send times.

2. Google Optimize
Google Optimize allows you to A/B test on your website, from your navigation bar to your logo. We highly recommend the free version; in our experience, it is completely sufficient for all A/B testing needs. It also integrates with Google Analytics! So, you can link various A/B tests to your campaigns to track key performance indicators.

3. Journity
Of course, we love our Journity tool, and you should too! Built specifically for nonprofits to increase their digital impact, Journity helps you reach more people around the world than ever before with personalized content. Journity allows you to send messages to different audience segments through overlays or embeds on your website. A/B testing built in so you can see how your visitors respond to certain messages and opportunities. With a Wordpress plugin, it’s as easy as 1,2,3.

A/B testing is amazing! You have the ability to know exactly what website visitors are thinking and adjust your strategy to reach the right audience at the right time. That is a surefire way to multiply your impact. So what are you waiting for? Get your first test running today with Journity- we’re offering a month FREE of strategy consultation with any paid plan. A/B testing, here we come!