Posts tagged: point of sale

A/B ctrl P

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 May 15, 2012

How print can learn a trick from online to improve its relevance.

In the latest issue of Wired was an insightful article on A/B testing. In short A/B testing is a process that allows you to  run two variants of a web-page and use analytics to discover which one gets the best response. The differences can be graphical, such as the use and position of pictures and text; typographical such as font, font size and colour or textual, tweaking the wording used. For more in-depth the original feature is here: The A/B Test: Inside the Technology That’s Changing the Rules of Business.

While the Wired piece was primarily about the use of A/B testing for websites, there must be print applications where it could be an equally powerful tool. Of course, not any printing would do. It has to be digital printing to enable the rapid production of two different variants to be tested. Then there is measurability, which necessitates the use of PURLS, QR Codes or similar to enable tracking consumer interaction. Read more »

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