A/B Testing UGC Ads: Key Tips and Best Practices

Learn how to test UGC ads using A/B testing to get more clicks, conversions, and campaign success using data-driven insights.

UGC ads perform differently. Some UGC ads get attention right away and create many interactions, while others don’t have the same effect.

A/B testing, also called split testing or bucket testing, is a way to compare how well two versions of content perform to see which one visitors like better. It compares a control version (A) with a variant version (B) to see which is more successful based on your important measurements.

In A/B testing, “A” refers to the “control” or the original testing variable. The letter B stands for “variation.” It refers to a new version of the original testing variable.

What is the difference between A/B testing and personalization?

A/B testing lets you test different versions of user-generated content (UGC) ads to see what will appeal to your audience.

A/B testing is a way to compare two versions of a webpage or app to see which one works better. A/B testing is great for small changes, while split testing is better for big, bold redesigns.

There are many ways for marketers to increase their website’s conversion rates. Two of the most popular methods are A/B testing and personalization.

Both of these methods can be very helpful when used on their own. You can also use them together to improve your web experience in different ways.

The point of these testing methods is to improve the experience for people interested in buying and to get more people to purchase.

A/B testing and personalization have five key differences.

• The audience’s approach: Who is participating in the test?
• Experiment parameters: What is being examined?
• Experiment velocity: How quickly are the tests run?
• Technical resources required: What is the setup needed for the test?
• End goal: What are you going to do with the result of the test?

This post will also discuss what results you can expect from running an A/B test or personalization. As we answer these questions, you’ll learn to identify the differences between A/B testing and start to see how you can use each method in your work.

But what exactly should you test?

A/B testing works best when it’s used constantly. If you regularly test your website, you will receive lots of advice on how to improve its performance. You can test continuously because there are almost no limits to the options for testing.

A/B testing is important for managing campaigns because it helps us see what is and isn’t working. It shows what your audience likes and enjoys. A/B testing can help you see which part of your marketing strategy is most important, which part needs improvement, and which part should be eliminated.

Now that we’ve talked about why you should A/B test, let’s consider two criteria for when to test.

Your digital marketing campaign isn’t performing as well as it should. This means it isn’t meeting expectations. A/B testing can be used to find and fix performance issues.

You’re about to start something new, like a webpage or email campaign, and you’re unsure which approach will work best. If you use A/B testing proactively, you can compare how well two different approaches work and find the better one.

In this blog, we’ll explain everything you need to know, from the most important elements to test to a step-by-step guide for running successful A/B tests.

Overview of A/B Testing and UGC Insights

• What is A/B testing, and why is it important to improve UGC ads?
• What are the most important factors to test?
• A guide to show you how to set up and run structured A/B tests.
• The best ways to make sure you get reliable insights.

Are you having trouble getting people to click on your UGC ads? Which creators, content styles, or CTAs convert the best? Don’t worry! At The ABA Agency, we help you create effective UGC ads with top-tier creators, strategic testing, and data-backed optimizations, so you don’t have to guess what works. Schedule a free strategy call today and start growing with proven UGC creatives!

In short:

A/B testing UGC ads lets you see what kind of ads work best by comparing different versions of the same ads. This helps you get more people to engage, click on ads, and make a purchase.

Key elements to test:

• Visuals: Image styles, how long the video is, and the type of content.
• Copywriting: Hooks, descriptions, and CTA wording.
• Ad formats: Which is better: carousel ads or single-image ads, and stories or feed placements?
• UGC creators: There are different ways to say things.

Best practices:

• To get accurate results, test each variable individually.
• Make sure you have enough samples to get reliable results.
• Change UGC so that it works with different types of ads and places.
• Pay the most attention to the first three seconds of video ads to get people to pay attention.
• Before you run paid A/B tests, check the performance of your organic UGC.

Common mistakes to avoid:

• The use of the wrong ad format for UGC.
• Not paying attention to video links in A/B tests.
• Running tests without first checking the organic performance.

The most important thing to remember is that A/B testing eliminates guesswork, so you can use more UGC ads that work well. The ABA Agency helps brands work with the best creators and uses data to make sure ads perform as well as possible.

What Is A/B Testing?

A/B testing is a way to use data to compare two versions of an ad to see which one performs better. Instead of just guessing what works, you run controlled experiments to measure how many people engage with your content, how many click on links, and how many buy things.

A/B testing, also called split testing or bucket testing, is a way to compare how well two versions of content perform to see which one visitors like better. It compares a control version (A) with a variant version (B) to see which one is more successful based on your important measurements. As a digital marketing practitioner, you have a few options for conducting A/B tests. These options include

Website A/B testing (copy, images, color designs, calls to action) divides traffic between two versions—A and B. You track visitor actions to see which version gets the most 1) conversions or 2) visitors who perform the desired action.

Email marketing A/B testing means splitting recipients into two segments to determine which version generates a higher open rate. This testing involves changing the subject line, images, and calls to action.

Editors or an algorithm select the content. This is based on how users behave to see which option gets more engagement.

No matter what you’re focusing on, A/B testing helps you figure out how to give your customers the best experience.

A/B tests are used to compare two versions of something. A/B/N tests use three versions. The “N” stands for “unknown.” An A/B/N test has more than two variations.

When and why should you A/B test?

A/B testing works best when it’s used constantly. If you regularly test your website, you will receive lots of advice on how to improve its performance. You can test continuously because there are almost no limits to the options for testing.

A/B testing is important for managing campaigns because it helps us see what is and isn’t working. It shows what your audience is interested in and responds to. A/B testing can help you see which part of your marketing strategy is most important, which part needs improvement, and which part should be eliminated.

Now that we’ve talked about why you should A/B test, let’s consider two criteria for when to test.

Your digital marketing campaign isn’t performing as well as it should. This means it isn’t meeting expectations. A/B testing can be used to find and fix performance issues.

You’re about to launch something new, like a webpage or email campaign, and you’re not sure which approach, like messaging, will work best. If you use A/B testing proactively, you can compare how well two different approaches work and find the better one.

The advantages of running A/B tests on your website

Website A/B testing is a great way to figure out what tactics work best with visitors to your website. You may be confirming a hunch, or your hunch could be wrong.

However, there is still a benefit because you won’t continue with something that isn’t working. You’ll get more visitors who will spend more time on your site and click more links.

By testing the parts of websites that many people use, you can make improvements that will help not only the test page but also other similar pages.

How do you do an A/B test?

A/B testing isn’t hard, but it does require marketers to follow a specific process. Here are the basic steps for planning and carrying out an A/B test.

• First, measure the performance baseline. Then, review it.
• Decide on the testing goal based on the performance baseline.
• Think about how your test will help improve performance.
• Find the places where you will do the tests.
• Create versions A and B to test.
• Use a QA tool to check the setup.
• Run the test.
• Track and evaluate the results using web and testing analytics.
• Use what you’ve learned to make the customer experience better.

If you follow these steps, have clear goals, and a solid hypothesis, you won’t make common A/B testing mistakes.

Tests will provide data and real-world evidence to help you improve your performance. You can use what you’ve learned from A/B testing to make a bigger impact, design a more engaging customer experience (CX), write more compelling copy, and create more captivating visuals.

The more you improve your marketing strategies, the better they will be, and the more money you will make.

A/B Testing for User-Generated Content (UGC) Ads

For UGC ads, this means trying out different types of content, photos, videos from customers, and product reviews to see what gets people’s attention and helps you achieve your goals.

Hooks and CTAs are usually the most tested elements, but more on that later.

One version might feature a real customer sharing their experience, while the other highlights a high-quality product demo video. The goal is to collect direct insights from social platforms like Instagram, Facebook, and TikTok. This will help make marketing efforts more effective and improve the return on investment.

Benefits of A/B Testing UGC Ads

A/B testing can help you improve your UGC ads. It does this by making decisions based on real data.

This approach has several advantages:

• Decisions made using data: You can learn what your audience likes by looking at real data about how they perform. This helps you improve your marketing strategy and reach your campaign goals more effectively.
• More people are taking part: A/B testing helps you find content that people will pay attention to and interact with more. Almost 60% of companies test different versions of their paid advertisements to see which will get more people to engage with them.
• Better conversion rates: Test different parts of your ads, like the pictures, titles, and calls to action, to get more people to click on them. For example, Bing saw a 10% to 25% increase in revenue per search after trying different versions of its website and seeing which version worked better.
• Cost efficiency: Instead of spending money on ads that don’t work, you can spend your budget on the ones that do. This helps you get more for your money and makes your marketing campaigns more effective.

Main things to test in UGC ads

Now that you know the benefits of A/B testing UGC ads, the next step is figuring out what to test. Not all content performs the same. Making small changes can lead to more engagement, better click-through rates, and better conversions.

So, what should you try? Let’s look at each of these.

1. Visual Content

People notice your ads’ visuals first, so it’s important to test different styles.

• Image types: Does your audience respond better to images of products or images of real customers using the product? Testing both can show what makes people interact more on social media.
• Video length and format: Short videos (under 15 seconds) might be great for Instagram Stories or TikTok, while longer product demos could work better in feed placements. Test different types of content, like user testimonials, product clips, and creative product demos, to see what keeps viewers engaged.

For example, we did an A/B test for our client, Bex Beauty. We found that their audience liked short videos on TikTok, especially when they featured people talking about their experiences with the product. We created their UGC ads based on these insights.

2. Copywriting

Writing messages to get people to buy a company’s products or services. Great visuals get people’s attention, but it’s copywriting that makes them want to take action. Testing different tones, styles, and messages helps you understand what your audience likes.

• Hooks: Do people like headlines that provide information, headlines that tap into emotions, or headlines that ask a question? Try different styles to see what works best. You’ll be able to write interesting opening statements that will make people want to click on your link.
• Descriptions: Do people prefer detailed product information, or do they like short and direct copy that focuses on benefits? Testing both can show which one makes more people join or interact on social media.

3. Call-to-Action (CTA)

Even if your images and text are great, if your call to action isn’t attention-grabbing, people might scroll past your ad. By testing different ways to write, place, and design calls to action (CTAs), you can figure out what makes people click on them.

• Wording: Does “Shop Now” increase sales, or does “Discover More” curiosity lead to more clicks? Changing a few words can have a big effect on how many people click on a link and how many people buy something.

📌 Here’s a helpful tip: try using a discount like “Shop Now & Get 10% Off” to see if it makes people feel more urgent to buy.

• Placement and design: Decide where it will be placed and how it will be designed. Where you place your CTA button and its appearance can influence how interested people are. Try different button colors, sizes, and positions to see what gets people’s attention and helps you understand your users better.

4. Ad Formats

The way your UGC ad is set up can have a big impact on how many people engage with it and how many of them complete a purchase. Some formats are better for storytelling, while others are better for sharing quick messages that have a big impact. By testing different UGC ad formats, you can see which one your audience likes best and get the best results.

• Carousel vs. Single Image Ads: Do your audience members like being able to scroll through multiple images (like in a carousel ad), or do they engage more with a single, high-quality image? Carousels are great for showing different angles of products, customer photos, or step-by-step visuals. On the other hand, single-image ads are best for getting straight to the point.
• Stories vs. Feed Placements: Do people interact more with your UGC ads in Stories, where the content feels more immersive, or in the feed, where they’re casually scrolling? Test both to see which one works better.

Here are the best ways to test UGC ads.

Creating an experiment that tests how well two different versions of your UGC ads work is just the start of the process. How you do it is important for getting true insights or results. These results may seem obvious, but they are not.

Here are some tips from The ABA Agency experts. These tips will help you make sure that your ad tests based on user-generated content (UGC) improve performance.

1. There is enough data.

Make sure your test collects enough data by running it for long enough. If you don’t have a lot of data, you might get the wrong results. This makes it hard to know what works.

To get meaningful statistical results, you need a large enough sample size. This will help you reliably compare the differences between the variations.

The more data you collect, the more confident you can be in your results.

2. Test UGC creators for authenticity and performance

Not all UGC (user-generated content) creators are the same. Evaluate UGC creators based on how genuine and effective they are. Try out different content creators to find the one that best fits your audience.

Some people prefer a high-energy creator over someone more relaxed.

Test different versions of ads with different creators, tones, and delivery styles to see what gets more people to engage, makes them feel closer, and helps you sell more.

3. How long do the tests take?

Don’t stop your test too soon! Some ads need time to become popular, especially on social media. Let your test run for a few days. This will show you how people are using your website. Then you can make a decision.

4. If you don’t have much money, start with image ads.

If you don’t have a lot of money, start by testing image ads and then try video content. These are less expensive, so you can collect helpful information without spending too much money.

Is the whole process confusing and overwhelming you? You can work with expert UGC agencies like The ABA Agency. They help you test different versions of your content and find the best ones, so you get real results, not just experiments.

A/B Testing UGC Ads: Common Mistakes Hurting Results

Even if you have a step-by-step process for testing ads, you can still make mistakes that waste money or make your ads not work as well as they should. Learn about the most common mistakes people make when testing UGC ads.

Here are some common mistakes that people make, but that only become apparent with time.

1. Testing UGC in the wrong ad format.

Not all UGC ads work in all places. Many brands use the same UGC video in Stories, Reels, and Feed ads without changing it to fit each format.

A video that performs well as an Instagram Reel may not perform well in a carousel ad on Facebook simply because it wasn’t designed for that experience.

Solution: Change UGC content based on how the platform is used. Test different aspect ratios, durations, and paces for each placement.

2. Ignoring the First 3 Seconds in Video A/B Tests.

When testing a video for advertising, pay close attention during the first three seconds.

Most A/B tests focus on changing the calls to action, descriptions, or video length. The first three seconds of the video are the most important.

If your hook doesn’t grab their attention, people won’t stay to see the rest of the test.

Solution: Start by testing the different parts of the video. Next, try different types of video content, like showing customer reviews next to a product demonstration.

3. Ignoring Organic UGC Performance in A/B Testing

Not considering the effectiveness of user-generated content (UGC) in A/B testing is a big mistake.

Brands should check how well user-generated content (UGC) performs organically before using it in paid advertisements. If a UGC video doesn’t get a lot of comments or shares, it probably won’t do well in ads either.

Solution: Look at how people interact with organic user-generated content (UGC) on TikTok or Instagram before using it in a split test.

Scale UGC Ads with Data-Backed Tips by The ABA Agency.

A/B testing is the key to creating UGC ads that perform well and get people to engage with them, click on them, and make purchases. By testing the important parts of your ads, you can improve your strategy using real data instead of assumptions.

With the right approach, you’ll know exactly what will appeal to your audience and how to make your UGC marketing efforts as effective as possible.

Key Points

• A/B testing helps you find out what truly engages your audience.
• It’s important to test different types of visuals. Try different image styles, video lengths, and content formats.
• It’s important to try different things with headlines, descriptions, and CTA wording.
• The way you design your ad affects how well it works. You can test different types of ads, like carousel ads and single-image ads, or Stories and Feed placements.
• Try out different UGC creators to find the style, tone, and delivery that best connect with your audience.
• Test each variable separately to figure out exactly what’s causing better performance.
• Make sure you have enough of a sample to get reliable results.

If you want to improve your UGC ads with proven strategies, The ABA Agency can help. We connect brands with top-tier creators and run tests to make sure your ads get real engagement and conversions.