In 2012, Microsoft nearly missed on a huge profitable opportunity if an engineer had not tested a new way of displaying ads on Bing in a controlled experiment – an A/B test. The best performing version created a 12% boost in revenues, amounting to about $100 million additional revenues for Bing each year (HBR 2017).
Since then, A/B tests have grown in popularity, as they allow you to test which is the best version between two or more options in a cost-efficient way. They can also be used in behavioral experiments, for example, to evaluate which communication strategy is more effective in a social media post.
If you want to learn how to run an A/B test on social media in 5 simple steps, check out our guide below!