Shelley beaumonte myspace
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SMALL TWEAKS, BIG IMPACT! THE POWER OF A/B TESTING Shelley Beaumonte | Online Marketing Manager | Myspace myspace
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Transcript of Shelley beaumonte myspace
SMALL TWEAKS, BIG IMPACT! THE POWER OF A/B TESTING
Shelley Beaumonte | Online Marketing Manager | Myspace
myspace
myspace
A/B TESTING
Answer:A method of testing by which a sample is randomly split into two groups: a control group (typically A) and a test group (typically B) to gain insight into visitor behavior and improve response rates
Answer: Just about anything!
What is A/B testing?
What can you test?
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• Headline• Call to action
• Layout
• Landing page
• Personalization/salutation
WHAT CAN YOU TEST?
• Copy/tone
• Graphic
• Subject Line
• Cadence/Frequency
• Short vs. Lengthy
KPIS TO LOOK AT
Test Type Open Rate
Click-through
Click to open
Subject Line
Design
Frequency
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Open Rate = opens/delivered
Click-through Rate = clicks/delivered
Click-to-open Rate = clicks/opens
SUBJECT LINE A/B TEST
VS
A)
B)
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Subject Line B outperformed Subject Line A by 128% Open Rate
DESIGN A/B TEST
Email A Email BVS
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Email A outperformed Email B by 14% CTO
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FREQUENCY A/B TEST: THE EMAILS
Invite Reminder
Invite from a friend
Aggressive and consistent
Aggressive, then light
Schedule A
Schedule B
T = 0 days
T = 0 days
T = 7 T = 14
T = 5 T = 21 T = 45
VS
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T = 21
FREQUENCY A/B TEST
Schedule B outperformed Schedule A by 33% Conversion Rate
User receives invite from friend
User receives reminder #1
User receives reminder #2
User receives reminder #3
User receives invite from friend
User receives reminder #1
User receives reminder #2
User receives reminder #3
Focus on testing one variable at a time
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LESSONS LEARNED
Don’t abandon the loser completely
Know the objective of your email
Never assume a small change = small results
