If We Could Only Have One Digital Marketing Tool, It Would Be…

When it comes to achieving growth in marketing, one thing is clear: running experiments is essential. But how do you conduct experiments efficiently without relying on time-consuming development efforts? The answer lies in using the right digital marketing tool.

In this blog post, we’ll explore the importance of experimentation, discuss the benefits of A/B testing, and reveal our choice for that ultimate digital marketing tool.

Kim Cooper
Director of Marketing, Amazon Alexa

Single Grain enables us to increase our impact without increasing our headcount

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Experimentation: The Key to Success

In digital marketing, running experiments is probably the most crucial aspect of any campaign. They give comparison performance data, which is integral to making optimization decisions.

Experimentation allows you to discover what strategies and tactics work best for your business, enabling you to stay ahead of the competition.

However, constantly requesting changes from your development team can be a slow and cumbersome process. That’s where a reliable, simple-to-use experimentation tool comes in.

A/B Testing

When it comes to experimentation, there’s one technique that is foundational to any digital marketer’s bag of tricks: A/B testing.

A/B (or split) testing enables you to put different versions of your marketing campaigns, web pages or content to the test, allowing you to figure out which performs better. It’s all about making decisions backed by real data, optimizing those conversion rates, and ultimately squeezing out every bit of potential revenue from your existing traffic.

When you run A/B tests, it’s like having a virtual laboratory where you can test and tweak various elements of your strategy. You can compare different headlines, call-to-action buttons, layouts, or even entire landing pages. It’s an exciting journey of discovery as you get to uncover the hidden gems that truly resonate with your audience.

The most common areas that marketers A/B test are websites, landing pages, email campaigns and paid search:


For example, imagine that you’ve created two versions of a landing page — one with a red theme and the other with a green theme. Through A/B testing, you can present both versions to different segments of your audience and track which one drives higher conversions. Through a 50-50 split of sending traffic to each variant page, you’ll gradually be able to determine which theme performs better in the eyes of your site visitors.

It’s like having a window into the minds of your visitors, enabling you to fine-tune your marketing efforts based on their preferences.

The beauty of A/B testing is its versatility. You can apply it to various aspects of your marketing strategy, be it email campaigns, landing pages, ad designs, or even the wording of your calls-to-action. It empowers you to unleash your creativity and experiment with different approaches to see what resonates best with your target audience.

Learn More: How to Run A/B Tests that Actually Increase Conversions

Choosing the Right Digital Marketing Tool

The market is filled with a myriad of digital marketing tools, each offering its unique features and benefits for running split tests. But selecting the right tool can make all the difference in streamlining your experimentation process.

Let’s explore our top picks:

  • Mutiny HQ: Among the top A/B testing tools, Mutiny HQ stands out for its user-friendly interface and innovative suggestion engine. It provides valuable recommendations for tests, helping you explore new avenues for optimization.
Mutiny A/B testing
  • Optimizely: This app offers a comprehensive suite of A/B testing features. In Optimizely, you can easily create and modify variations of your marketing assets, saving time and effort.

Optimizely A:B testing

  • Crazy Egg: Crazy Egg brings its unique set of features to the table. It empowers you with powerful A/B testing capabilities and a host of other optimization tools. With its intuitive interface, Crazy Egg makes it effortless to create and analyze variations of your marketing assets, gaining valuable insights to boost your conversions.
Crazy Egg A:B testing

The Importance of Speed and Agility

In the fast-paced world of marketing, speed and agility are paramount. Waiting weeks or even months to deploy a test can hinder progress and impede your ability to compete effectively.

Using just one trusted digital marketing tool for testing provides several advantages that enhance flexibility and efficiency in the testing process:

  • It centralizes all testing activities within a single platform, eliminating the need to juggle multiple tools or systems.
  • Relying on one trusted tool ensures consistency and reliability in test execution and data analysis, leading to more accurate and trustworthy results.
  • Marketers also benefit from a unified interface and user experience since they become familiar with the tool’s features, functionalities and workflows, which further expedites the testing process.
  • And leveraging one trusted digital marketing tool often provides additional features and functionalities beyond A/B testing, like audience segmentation, tracking and analytics and personalization capabilities.

Overall, using just one tool simplifies the testing process, ensures consistency and reliability, enhances user experience, and enables marketers to seamlessly integrate testing efforts with broader marketing initiatives.

Building an Experimental Mindset

To truly succeed in running experiments, it’s crucial to foster an experimental mindset within your organization. This mindset goes beyond the tools and techniques — it’s about embracing a culture of continuous improvement and learning.

Encouraging an experimental mindset means creating an environment where innovation is celebrated, and failure is seen as an opportunity for growth. It’s about promoting a mindset where team members feel empowered to take risks, test new ideas, and challenge the status quo. Regular experimentation meetings can play a vital role in cultivating this mindset.

Inspired by growth experts like Andrew Chen, these meetings provide a platform for open discussions and collaboration. They become a space where ideas are shared, hypotheses are formed, and experiments are planned.

Learn More: Some of My Biggest Marketing Failures (And What You Can Learn From Them)

The Competitive Edge of Experimentation

Experimentation enables you to stay one step ahead of the competition.

While others rely on assumptions and guesswork, you base your decisions on concrete data and evidence. A data-driven approach allows you to:

  • make informed choices
  • allocate your resources effectively
  • invest in strategies that deliver the best results

Moreover, the insights gained through experimentation equip you with the knowledge to adapt to changing market dynamics. As the landscape evolves, you can pivot your strategies, test new approaches, and stay at the forefront of industry trends.

Your ability to constantly learn, adapt, and optimize gives you a competitive edge that sets you apart from the rest.


Having the right tool at your disposal can make all the difference in your marketing activities. A lot of tools out there boast a big game, but we’ve noticed a lot of them are fluffier than they might appear initially.

Here at Single Grain, we opt for Mutiny HQ as our go-to solution for A/B testing.

Remember, experimentation is the key to unlocking growth and staying ahead of the competition. So, take the leap and select a digital marketing tool that will help your brand reach its true potential.

If you’re ready to level up your marketing, Single Grain’s growth marketing experts can help!👇

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Repurposed from our Marketing School podcast.

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