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๐—ฆ๐—ฐ๐—ถ๐—ฒ๐—ป๐—ฐ๐—ฒ ๐——๐—ฟ๐—ถ๐˜ƒ๐—ฒ๐˜€ ๐—ฃ๐—ผ๐˜„๐—ฒ๐—ฟ๐—ณ๐˜‚๐—น ๐—ฅ๐—ฒ๐˜€๐˜‚๐—น๐˜๐˜€ ๐—ผ๐—ฟ ๐—”-๐—• ๐—ง๐—ฒ๐˜€๐˜๐—ถ๐—ป๐—ด ๐—ช๐—ถ๐—ป๐˜€!

Updated: May 1

Which headline ultimately gets you sales? Which color?


A-B Testing draws on scientific principles to improve marketing ROI by discovering which variation garners better results.


How does this experiment break down?


๐—˜๐—น๐—ฒ๐—บ๐—ฒ๐—ป๐˜๐˜€. Determine all the critical aspects of your campaign: subject lines, content, graphics, colors, links, and the call-to-action. Also consider geography, language, age, and other demographics.


๐—ฃ๐—ฒ๐—ฟ๐˜€๐—ผ๐—ป๐—ฎ๐—น๐—ถ๐˜‡๐—ฒ. Appreciate ego. According to one study, a subscriberโ€™s name is the single most impactful word you can add to a subject line, increasing opens by over 14%.*


๐—ฆ๐˜๐˜†๐—น๐—ฒ. Reflect values while understanding your audience. For instance, a snarky tone works for Wendyโ€™s younger buyers.**


๐—ฉ๐—ถ๐˜€๐˜‚๐—ฎ๐—น๐—ถ๐˜‡๐—ฒ. Help viewers better relate through graphics but know that visuals may distract from key idea and result in lower engagement.


๐—œ๐—บ๐—ฝ๐—ฎ๐—ฐ๐˜. Plan which experiments to run first. Normally, headline and call-to-action impact conversions more than images or body text.


Apply your findings across all domains to maximize learning (e.g. use a strong graphic in case studies, email, and the website).


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* The study from Campaign Monitor can be found here: https://bit.ly/322f8Du


** For a few laughs, here are some of the best Wendyโ€™s tweets: https://bit.ly/2Q9IVHH


Photo by RF._.studio which can be found here: https://www.instagram.com/rf._.studio/


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