McDougall also tested various "calls to action," to borrow the industry parlance, on web forms. Testing those elements, however, affirmed that the right wording was one the web form buttons, he said. But it's notable that those phrases were tested at all -- it's a surprisingly common mistake to overlook such minute details.
Applying the "test everything" rule to mobile
Now back to Apple. This same concept, which can be boiled down to "test everything," applies to mobile apps as well. Fortunately new products coming online are making this process easier.
Appboy's Marketing Automation for Apps platform, for example, supports testing for six variants across numerous channels including in-app messaging and push notifications.
Another example is SiteSpect, which recently released an SDK to perform A/B testing and behavioral targeting for native iOS apps.
Publishers Clearing House (PCH) is releasing a mobile-ad optimization service that lets users test advertising creative pieces, based on gender with attributes such as device, source and age to follow, according to Mediapost.
To free up room in the IT budget for these tools, some corporate buy-in will probably be necessary. McDougall advises having empirical evidence and projections at the ready. "If you are a marketing manager and trying to "sell" the idea of A/B testing landing pages, you might show the potential improvement in advertising ROI as a result of boosting lead conversion rates by another 40%," he says.
But before you go down that path, it is equally as important to have the basics down, he adds. "A/B testing will only bring you so far if you are missing key elements. Is your contact information easily available? Are testimonials easily found? Does your site load in a reasonable time frame? Is there a phone number and address?"
He adds, "You can A/B test headlines and colors until you're blue in the face, but if something key is missing or makes consumers feel they cannot trust your company, they will leave."
Or possibly throw up.
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