A quick guide to A/B testing - Espresso Capital

The goal of digital marketing is to drive conversions. That could mean getting someone to open an email, register for your newsletter, or download a piece of content from your website. And while there are countless factors that will affect whether or not someone takes a particular action, as a SaaS marketer, your job is to figure out what you can do to get the best results. Although it might be tempting to follow your instincts about what subject heading to use or what color to make your next call-to-action button, gut feelings aren’t enough to predict what will make your potential audience click and convert. Instead, you’ve got to use A/B testing to optimize everything that you do.

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