Better Understand Your Audience with Simple Lessons in A/B Testing

Traditionally marketing and advertising practices have relied largely upon gut-something to the nature of look and feel. As social media has reared its newborn head, incumbent celebrities and corporate heads have gradually begun to tiptoe towards actually building a following for brand and personal purposes.

With the new rise of data and low-cost scalability in computing, the inception of revolutionary metrics and statistics are making us question our gut. For instance, Betsy Fast, Site Director at, recounted how her suggested titles for a teenager’s article was actually not as popular as the original title, due to the data she received from her site.

On the whole, viewership is exploding due to social platforms: 25 million views from Harpers Bazaar’s Facebook page with only 2.5 million actual followers is unheard of a decade ago. Viewership means voices, and those voices are being aggregated and analyzed.

Disruption is salient. Joyann King, editor of, mentioned that their site just implemented A/B testing, which would resolve numerous site design and outreach choices through actual quantification of visitor behavior.

Humorously so, she reflected that the choice of a site main product image used to be “holding hands and saying ‘I feel M&M’s’ or ‘I feel Reese’s’,” which is as far a cry from leveraging site analytics as is using ouija board to ask about your ancestors versus signing up for

Suffice it to say, this step toward data-driven decision-making in the media industry is a mile long leap for the marketing industry.

Read the full session recap at SMW News

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