what is AB testing

Academy Xi Blog

A/B testing: What it is and how to do it

By Academy Xi

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what is AB testing

Interested in optimising user experience or increasing conversion rates? Look no further than A/B testing. Read on to discover how to run a test and what to keep in mind when shopping for testing tools.

What is A/B testing?

Also known as split testing, A/B testing enables the comparison of two alternate versions (A and B) of a digital asset, such as an app, advert or webpage, to measure which one performs better. Having this data enables adjustments to be made to individual design elements or entire marketing campaigns to achieve better conversion rates and overall outcomes.

How can A/B testing influence User Experience (UX)?

When it comes to user experience (UX), A/B testing generally focuses on the functionality and usability of a website or product and can provide powerful data revealing which elements support a better overall user experience. Going through the process of testing and iterating on results can create an overall more engaging and effective experience for all users, with potential changes being the placement of a CTA (call to action), or the flow of a user journey. 

How does A/B testing influence design?

An A/B design test will be focused on the visual or graphic design of a website or product. This could include elements such as imagery, layout, font or colour palette. Ultimately the goal for an A/B design test is to determine which version is more visually engaging, or more likely to capture and maintain a users attention and is typically used to improve the aesthetics.

Marketing reasons for A/B testing

Some of the key reasons A/B testing could be used within a marketing function could be to:

  • Hit higher conversion rates
  • Increase website traffic
  • Reduce bounce rate
  • Decrease cart abandonment

How to conduct A/B testing

Follow these eight key steps to run your own A/B test:

  • Pick one variable test

Identify a specific element that you want to test on your website or within your product. For example: a headline, product image or call to action. 

  • Create a ‘control’ and a ‘challenger’

The control version is the original version of your asset and the challenger the new version, which includes the changes you want to test.

  • Split your sample groups equally and randomly

Assign users to either the control or challenger groups and do so randomly, but try to make the groups of equal size. 

  • Determine your sample size

Decide on the smallest number of users needed to achieve statistically significant results. An A/B testing calculator can help you figure out the optimal sample size. 

  • Decide how significant your results need to be

Determine the level of confidence you need to declare a ‘winner’. This is often expressed as a p-value or confidence interval. 

  • Use an A/B testing tool

Choose and use an A/B testing tool. Set up and run the test. Most tools will randomly assign users to the control or challenger group, then track and report on the results. 

  • Test both variations simultaneously

Run both variations of your product or website at the same time and for the same period of time. This reduces time-based biases.

  • Take action based on your results

Analyse the results of your test to identify the winner. If the challenger version outperforms the control, put the relevant changes in place. If not, try a different test. 

What features to look out for in a quality A/B testing tool

If you’re in the market to purchase an A/B testing tool, keep these features front of mind while you research.

  • Easy to use: Whether you’re technically minded or not, you should be able to easily use the tool and it will ideally have a simple interface for creating experiments
  • Real-time reporting: Know your experiment results right away so you can monitor the progress and make informed decisions
  • Technical support: Having help with set up and general troubleshooting is important to get the outcomes you need from the tool
  • Integration: Ensure that your solution can integrate with analytics tools to give you a comprehensive view of user behaviour and campaign performance
  • Customisation: Look for a tool that provides flexibility in creating the experiment design, such as goal setting, and targeting specific user segments

Best A/B testing tools to try

There are many A/B testing tools available, each catering to different testing needs and with their own pricing models. We’ve rounded up five to get you started.

1 Google Optimise

Part of the Google marketing platform and natively integrated with Google Analytics, this solution is easy to use and customisable. Best of all, it’s free to use.

2 Crazy Egg

A great option for small businesses, Crazy Egg focuses on optimising websites and supports you in testing site pages with detailed reporting. There is a monthly charge, but you can trial it free for 30 days.

3 Optimizely

A popular tool, Optimizely offers a range of experimentation types including A/B testing, multivariate testing and personalisation. The interface is easy to use and integrates well with popular marketing tools. 

4 AB Tasty

Offering advanced targeting, user segmentation and a low code/no code testing approach, AB Tasty also has strong personalisation capabilities.


For enterprise-level use, VWO is an in-depth A/B testing and conversion optimisation platform offering a range of testing and heatmaps. 

How to get into digital marketing

At Academy Xi, we offer flexible study options in Digital Marketing and Social Media Marketing that will suit your lifestyle and training needs, offering you the perfect foundation for your future as a digital marketer.

Whether you’re looking to upskill or entirely transform your career path, we have industry designed training to provide you with the practical skills and experience needed.

After a career change? Take a look at our Transform course: 

Planning to upskill? Our Elevate courses are perfect for you:

If you have any questions, our experienced team is here to discuss your training options. Speak to a course advisor and take the first steps in your digital marketing journey.

Inbound marketing vs. outbound marketing

Academy Xi Blog

Inbound marketing vs. outbound marketing

By Academy Xi

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Inbound marketing vs. outbound marketing

When it comes to marketing, there are two broad categories that a campaign can be broken into – inbound and outbound. Each involves separate techniques and offers its own pros and cons. For those who are new to inbound and outbound marketing, let’s take a look at the key differences.  

Outbound marketing involves using traditional tactics to ‘push’ messages out to a broad audience. It’s what springs to mind when you think about traditional marketing – attention-grabbing commercials on the television, glossy adverts in magazines, or colourful billboards in the streets. 

On the other hand, inbound marketing targets relevant audiences by using online content to ‘pull’ them into the sales funnel. Ever found yourself encapsulated while reading a blog about a new product or service? That’s inbound marketing doing its thing!    

Let’s take a closer look at each approach and explore the benefits and drawbacks.

What is outbound marketing?

With outbound marketing, companies cast a wide net and hope to attract customers by repeatedly exposing them to their brand’s marketing messages. Throughout this process, businesses are unaware whether or not the customers want to receive these messages. Often viewed as opportunistic, outbound marketing is commonly referred to as the “spray and pray” method. 

Examples of outbound marketing include: 

  • TV
  • Radio
  • Print
  • Billboards
  • Display advertising
  • Cold-calling 
  • Cold-emailing 
  • Direct mail
  • Event sponsorships
  • Trade shows 
  • In-person contact

What is Inbound marketing?

Inbound marketing is a strategic, slow-burning approach that involves creating content which targets your audience specifically. Ideally, this marketing will be appealing because it taps into your audience’s interests and addresses their problems. 

In a nutshell, inbound marketing is all about providing the solutions your audience needs and building long-term customer relationships. Content coming in many forms and delivered through a range of platforms is designed to nurture potential customers (or leads) through the marketing funnel.  

Examples of inbound marketing include:

  • Blogs
  • Social media campaigns
  • Whitepapers
  • Ebooks
  • Webinars and podcasts
  • Videos
  • Opt-in emails
  • Search Engine Optimisation (SEO)

What’s the difference between inbound and outbound marketing?

Inbound and outbound marketing use different tools and techniques. As you’ve probably already figured out, the main difference between the two is how you attempt to engage with your audience:

✔️Outbound marketing delivers a message directly to a wide audience, regardless of whether or not they are known to be interested or suitable

✔️Inbound marketing is tailored to a particular audience and acts like a ‘magnet’ that draws potential customers in 

Inbound marketing strategies

Inbound marketing strategies are subdivided into three key phases: attract, engage and delight.

Inbound marketing strategies

Let’s take a peak at each of these stages and clarify the role they play in attracting and retaining customers. 

  • Attracting strategies

The first stage of inbound marketing is all about building an audience of potential customers. At this point: 

  • The people you engage with will often be unfamiliar with your brand
  • They will also likely be in the early phases of figuring out exactly what problem it is that they need solving 

Your focus during the attraction stage is to provide content that acknowledges this problem. Addressing their needs with empathy will:

  • Elicit an emotional response and build customer rapport
  • Develop curiosity about your products
  • Encourage your audience to find out more about your brand as a whole

To ensure your content can be ‘found’, you need to target your potential customers on the platforms they’re already using (social media channels, news outlets, etc). 

You should also ensure you rank highly on the search engine results pages (SERP) for any important topics and search terms related to your brand’s offering.

  • Engaging strategies:

The engagement stage is when you have the chance to turn your new prospects into customers. Your aim is to guide them through the ‘consideration’ and ‘decision’ phases of their customer journey. You can do this by providing insights and expertise relevant to their challenges. 

This is also an excellent opportunity to help them navigate the different solutions the market has to offer. You should always maintain a neutral stance and favour factual accuracy and quality of information over the approach of a ‘hard sale’. This will help build brand trust and convince potential customers you offer an honest solution to their problems.

  • Delighting strategies:

Last but not least is the stage of delighting your customers. This is when you strive to exceed the expectations of those who choose to buy from your business. Ideally, they will transition from being one-time customers to loyal brand ambassadors who come to you again and again. 

To make this scenario a possibility, you need to provide excellent ongoing service and demonstrate that the relationship does not end once they’ve spent their hard-earned money. This may include: 

  • Providing additional information and support that helps them get the most from their purchase
  • Re-contacting them to alert them of ways that new products and services can help in the future

Outbound marketing strategies

There are a number of platforms and techniques when it comes to outbound marketing efforts, the most popular being:

Outbound marketing strategies

✔️Cold and direct email – While inbound marketing uses emails to build relationships over time, cold and direct emails are sent without any prior attempt to nurture the lead. 

✔️Search ads – People searching on Google often reveal a lot about their intent (what they want to do or buy). Marketers have the ability to bid on keywords, so their ads show up when people are searching for exactly the kinds of things they sell.

✔️Social media ads – This is a type of digital marketing that utilises social networks such as Facebook, TikTok, and Instagram to deliver paid ads to your target audience. When used effectively, social media ads can be a quick way to connect with your consumers and boost your marketing campaigns. 

✔️Cold calls – Much like cold and direct emails, cold calls are a form of telemarketing that involves contacting customers directly and attempting to convince them to make a purchase.

✔️TV, radio and print ads – These are the traditional forms of advertising, which in the past were the bedrock of most marketing campaigns. For those with enough money to spend, they’re still a popular option. 

Benefits of inbound and outbound marketing

Throughout the last decade or so, inbound marketing has become increasingly popular, with more businesses taking a content-driven approach when it comes to developing marketing strategies. The main benefits of inbound marketing are:

  • It’s cheaper than outbound marketing, which often makes it more viable for small businesses
  • Because it isn’t necessarily intended for a broad audience, it can be more targeted and include specific content
  • The high level of control that you have over your inbound marketing efforts combined with a constant supply of data means there are plenty of opportunities to learn and evolve  

However, outbound approaches still have their place in modern marketing. The benefits of outbound marketing include:

  • The ability to reach a very large audience (which is handy when your potential customers are in the discovery phase)
  • Faster results – outbound marketing is direct and can generate more immediate results

What’s more effective, inbound or outbound marketing?

Going to “the horse’s mouth” for advice, you’ll find most marketers favour inbound marketing: 

  • A survey by Hubspot shows that only 18% of marketers believe outbound efforts provide high quality leads
  • By contrast, 75% of marketers believe their inbound marketing strategy is effective

Why such a big difference in opinion? Well, believe it or not, the average person is interrupted by roughly 2000 outbound marketing messages every day. As a result, people have learned to ‘tune-out’, walking directly past billboards and making a cup of tea when the adverts start on television. People also impose actual barriers by installing ad-blockers on browsers, or using caller ID and spam email filters.

All this means that for companies with a more modest budget, inbound marketing is likely to be more warmly received and provide a better return on their investment. 

However, if it’s financially achievable, a combination of inbound and outbound marketing can work beautifully. Inbound efforts and targeted content are used to nurture leads down the funnel, while outbound marketing can be used to tell the brand’s story at a much higher level. The combination provides a compelling big-picture understanding of who your company is and exactly what it offers.   

Want to go deeper with Digital Marketing?

Academy Xi offers practical, industry-recognised training that’s designed for digital careers. 

Whatever your starting point, our Digital Marketing courses will leave you fully capable of promoting products, services and brands across a range of digital channels. 

Whether you want to venture into a new profession as a Digital Marketer, or upskill and test the waters of a marketing career, Academy Xi has a course that’s perfectly suited to your goals and lifestyle:

  • Digital Marketing: Transform – For those who want to kickstart a new career as a Digital Marketer, including 24 weeks of access to a Career Support Program that helps over 97% of graduates straight into industry
  • Digital Marketing: Elevate (self-paced) – For those who want to boost their career with in-demand Digital Marketing skills, while also enjoying the flexibility of self-paced learning

Not sure which course is right for you? Chat to a course advisor and we’ll help you find the perfect match.

Webinar - November - Product Management is Growing. Fast.

Academy Xi Webinars

Product management is growing. Fast.

By Academy Xi

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The average salary of a Product Manager is $117,849 – one of the highest paid tech roles in Australia (Source: Indeed, 2021)

As companies need to reinvent themselves digitally, Product Management continues to move towards the centre of business strategy. Join our panel of leading product managers where we will discuss why Product Management is having a moment right now and what lies ahead.

Join our speakers: 

  • La’i Dowsett – Senior Consultant – Product Development (previously Tesla & Apple)
  • Jo Pforr – Product Lead, Sustainable Innovation, PwC
  • Luke Hymers – Chief of Staff to CEO, Baraja

In this video, you’ll learn:

  • Tips for leading digital product and strategy.
  • Why product has become ‘business critical’ for many organisations.
  • What the common pathways are to working in product.
Want to keep up to date with the latest webinars from Academy Xi? Follow us on LinkedIn.

Academy Xi Webinars

Customer Experience Unpacked: An Hour With A CX Strategist

By Academy Xi

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Join our speakers: 

  • Tom Uhlhorn – Founder & Director of Strategy, Tiny CX
  • Eric Lutley – Head of Partnerships, Academy Xi

In this video, you’ll learn:

  • What is CX? 
  • How does CX affect my part of the business?
  • Would my team benefit from learning CX principles?
Want to keep up to date with the latest webinars from Academy Xi? Follow us here on LinkedIn.