𝗦𝗰𝗶𝗲𝗻𝗰𝗲 𝗗𝗿𝗶𝘃𝗲𝘀 𝗣𝗼𝘄𝗲𝗿𝗳𝘂𝗹 𝗥𝗲𝘀𝘂𝗹𝘁𝘀 𝗼𝗿 𝗔-𝗕 𝗧𝗲𝘀𝘁𝗶𝗻𝗴 𝗪𝗶𝗻𝘀!
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?
𝗘𝗹𝗲𝗺𝗲𝗻𝘁𝘀. 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.
𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗲. Appreciate ego. According to one study, a subscriber’s name is the single most impactful word you can add to a subject line, increasing opens by over 14%.*
𝗦𝘁𝘆𝗹𝗲. Reflect values while understanding your audience. For instance, a snarky tone works for Wendy’s younger buyers.**
𝗩𝗶𝘀𝘂𝗮𝗹𝗶𝘇𝗲. Help viewers better relate through graphics but know that visuals may distract from key idea and result in lower engagement.
𝗜𝗺𝗽𝗮𝗰𝘁. 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).
* The study from Campaign Monitor can be found here: https://bit.ly/322f8Du
** For a few laughs, here are some of the best Wendy’s tweets: https://bit.ly/2Q9IVHH
Photo by RF._.studio which can be found here: https://www.instagram.com/rf._.studio/