Beta testing is a well-known term within DevOps circles. In the majority of cases, this type of examination represents the final stage of a website before it goes live. Anyone who is even mildly familiar with the principles associated with beta testing will normally cite its importance in relation to site functionality. These tests can help site owners detect bugs and security issues, as well as enhance the overall user experience (UX). Without beta testing, user confidence and brand reputation can both be negatively affected. Readers might still be surprised to learn that this very same approach can work wonders when applied to the world of digital marketing. To better understand why it has become such a popular methodology, let’s examine some advantages of beta testing in relation to advertising campaigns.
Generating Word of Mouth
This form of beta testing will often involve presenting a website and its marketing strategies to a predetermined set of participants. The target audience will then provide their impressions and highlight any areas they feel could benefit from a bit of improvement. Such feedback is invaluable, particularly because it makes it possible to iron out the finer points before an official launch.
A Useful Litmus Test
Imagine for a moment that you have decided to partner with a multichannel eCommerce platform in order to tap into the potential of Google text ads. The only issue is that you have yet to fully define the target audience. Beta testing can be used during a preliminary campaign to clarify variables, such as those individuals who are actively searching for similar products and which keywords are the most effective. This level of insight will save an inordinate amount of time and effort.
Competitive Analyses
This lesser-known advantage of beta testing should also be mentioned. Any budding eCommerce business should be aware of how its competitors are performing. What products appeal the most to their target demographic? Are their price points similar to yours? Which keywords do they employ? These are only a few examples of the information that can be gleaned within a relatively short period of time.
Note that this article is referring to public beta testing, a type of test that generally occurs immediately before a product launch. If major changes are required, you could always revert to alpha testing. Either way, the primary goal is to present what you have to offer in the most attractive light.