Testing for Success How to Effectively Utilize A/B Split Testing
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1 Testing for Success How to Effectively Utilize A/B Split Testing
2 Fishbowl Best Practices Webinar Hosted by: Rebecca Odell Online Marketing Specialist
3 AGENDA The Basics Getting Started Improving Open Rates Improving ClickThrough Rates After the A/B Split Test Q & A
4 THE BASICS: WHAT IS AN A/B SPLIT TEST & HOW DOES IT WORK
5 What is an A/B Split Test? 2 Versions 1 Winner
6 How Does an A/B Test Split Work? Select 2 test groups Send test messages Analyze results Blast winning message received message A and opened received message B and opened
7 How Will A/B Split Testing Help my eclub? Member engagement drives program performance: Higher open rates Higher click-through rates Lower unsubscribe rates And ultimately MORE TRANSACTIONS!
8 GETTING STARTED: CHOOSING THE APPROPRIATE A/B SPLIT TEST
9 What Should You Test? EXAMPLES Actionable Items Subject lines Creative design Call to action language Call to action placement Call to action style Send times (time of day or week) From lines
10 What Should I Measure? Open Rate Key Test Variables Subject line Send time/day Open CTR Click-through Rate (CTR) Key Test Variables Call to action Language, Style Placement What s Most Common
11 Guidelines for a Clean & Effective Test 1. Restrict each test to 1 variable 2 subject lines sent at different times of day 2. Make sure that your results can be measured 2 non-clickable calls to action 3. Construct a fair comparison Free appetizer today! vs. October Newsletter
12 IMPROVING OPEN RATES: SUBJECT LINE TESTING
13 Good Examples Offer teaser vs. Specific offer Enjoy this Special Birthday Gift! Enjoy your Free Entrée Birthday Gift! Personalization Drew, enjoy a free dessert on us! Enjoy a free dessert on us! Subject line length We ve got it all! We ve got it all! Good food, music, giveaways and more!
14 Good Examples Symbols Rainy day special! Rainy day special! Placement of offer copy Free Appetizer for you and a Friend! Bring a Friend and get a Free Appetizer! Adjust testing types, based on your branding, assumptions and historical data
15 Is It a TRUE Test? Have a Free Appetizer on us! vs. Rebecca, we d like to offer you a Free Appetizer today only! You re going to love this great deal! vs. A Free Entrée for you and a friend! VARIABLE ALERT!
16 I ve sent my test, now what? 1. Review results 2. Send winning message 3. Monitor performance 4. Apply learnings The results of each test should add one more piece to the puzzle
17 What Does Winning Performance Look Like.. 25% 20% IMPORTANT! Consider ALL messaging metrics, NOT just open rate 15% 10% 5% Subject Line A: Enjoy this Special Birthday Gift! 0% Subject Line B: Enjoy your Free Entrée Birthday Gift! Open Rate ClickThrough Rate Unsubscribe Rate 19% 1.20% 0.12% 23% 1.40% 0.13%
18 IMPROVING CLICKTHROUGH RATES: CALL-TO-ACTION (CTA) TESTING
19 Communication method Question vs. statement Click Here vs. a clickthrough icon Want a Free Appetizer? Click Here for your Free Appetizer
20 CTA Placement Left vs. right Top vs. bottom Inside an image vs. stand alone Happy Birthday on Us! Click Here for a free brownie during the week of your birthday. Happy Birthday on Us! Click Here for a free brownie during the week of your birthday.
21 Call to Action Testing: Visual Style Clickable body copy vs. button Animation vs. static image Different color copy/button To help you through this rainy weather, Click here to enjoy a free appetizer with any entrée purchase. To help you through this rainy weather Click Here for your free appetizer with any entrée purchase.
22 Is It A TRUE Test Different images Clickable CTA vs. no CTA Click Here for your free appetizer with any entrée purchase. VARIABLE ALERT!
23 I ve sent my test, now what? 1. Review results 2. Send winning message 3. Monitor performance 4. Apply learnings Want a Free Appetizer? Click Here for your Free Appetizer Version A (2.8% CTR) Version B (1.7% CTR)
24 AFTER THE A/B TEST: ANALYZING RESULTS & APPLYING LEARNINGS
25 There Was No Clear Winner What Should I Do? Both versions performed below your average? Apply the learnings Click-through results don t lean one way or the other? Review your testing method A Click here to RSVP vs. Click below to RSVP call to action may not yield a different result
26 There Was No Clear Winner What Should I Do? One version had higher open rate other version had better clickthrough rate? Subject line test results A) 23% open rate & 1.1% CTR B) 21% open rate & 3.3% CTR
27 Acting on Your Results Assumptions based on learning are good, but continue to TEST Are you able to replicate the results? If YES You re on the right track to better understanding your audience. If NO Did you do something different that may have swayed results? Refine your methodology and continue to test until results are consistent.
28 Four Key A/B Testing Takeaways 1. ALWAYS test variable at a time 2. ALWAYS review the performance of your entire mailing, NOT just the A/B test 3. ALWAYS apply your learnings to future campaigns 4. NEVER stop testing and refining
29 Questions? Thanks for your time!
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