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A Beginner's Guide to A/B Testing

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05 Jan 2021

Email marketing campaigns might be a great way to get repeat business as well as new customers. We know it is easier and cheaper to retain customers rather than acquiring new ones. If we make loyal customers, we can quickly increase our services revenue.

A/B is comparing plans or testing new techniques for promoting our email campaigns, so A/B is a beneficial technique for beginners' guide. Using A/B testing can improve your conversion rates, cost analysis of campaigns can make a significant change in your bottom line than many other marketing campaigns.

Decide what you'll Test:

The first step about A/B testing is what you will test and how you make your campaigns effective. As you want to test more than one thing, keep in mind, it is imperative to test only one thing at one time to get accurate results. The items you might be testing include:

● How to reach? Like Call to action (For example: "Order Now!" vs. "Cost or Pricing details")

● The subject line of products (For example,"Product/brand ABC on Sale" vs. "Discounts on Product ABC")

● Testimonials to include

● The outline of the content message (For example, single column vs. two columns, or even more placements)

● Personalization, name of individuals

● Body text

● Headline

● Closing text

● Images

● Videos

● Limited-time offer and this statement attracts the customer (For example: "Save up to 10%" vs. "Get free shipping today")

All those things are likely to affect different parts of the conversion process. For example, your call to action will directly affect how many people are interested and want to buy your product or click through to arrive at your landing page. On the other hand, your subject line may affect, and it depends on how many people open your email in the first place.

Test Your Entire List Or Just Some Parts?

In most cases, you'll want to test your whole list. You want to get an exact image of how your email opt-in list responds to your new campaigns, and the best way is that if you test all of them. But if you don't want to test an entire list or you want to save your time, here are a few instances:

● If you have a vast list, and the service you're using to A/B test charges by the email address. In this process, try to test the largest sample you can afford, and check the names you select are chosen randomly for accurate results.

● If you're trying better, how many people can see it? In this process, make sure that at least a hundred or more people see each version, which you're testing.

● If you want to get many conversion, even if you are running a limited time offer, you need to run a minimal test (only a few recipients) and then send out the winner factor to your whole campaign list.

An extensive test sample is better for accurate results.

How We Get Success?

Before you send out an email version, it is essential to decide what you will be testing for and how you define email campaign success. Take an eye on your previous data. If you are using the same data or email campaign for months or even some years, you will have a considerable data metrics form. If your previous conversion rate is 14%, and you want to improve this rate and increase this rate to 21% to start with.

Indeed, the A/B test's initial goal is to get more people to interact with your email and open it. For this reason, look at your previous open rate, then you easily decide how much improvement you need. If the first set of A/B tests doesn't work, you might want to run another test with two more versions.

Some Important Tools for Testing:

In the modern era, most email marketing campaigns software like CBT has built-in tools for A/B testing. If your email marketing campaign doesn't have built-in tools for A/B testing, then you can easily set up manually. You can easily split them into two different lists and can send each of them separately. After this, you will need to manually compare both these results, although it is beneficial when exporting the data to a spreadsheet.

Analyze the Results:

After you are running an email marketing campaign on different versions, you will check your campaign results. There are some types of results you want to look at:

● Open rate

● Click-through rate

● Conversion rate when they're on your website

The reasons for tracking the first two are pretty obvious. However, most of the individuals may be wondering why they would want to search the conversion rate outside of the email. Will, itis not out of the control of the email itself?

If one email leads to 15% of readers clicking through to your website and another one leads to 20%, then the second email should result in 50% more conversions than the first one. But that doesn't always happen.

Best Practices:

There are some best practices you should need to follow when running an email A/B test campaign:

● Always try to test your results at the same time to minimize the likelihood of time-based factors.

● If you want accurate results, then you need to test for large samples.

● Listen to the collected experimental data, not your informal guts.

● For quick and more comfortable A/B testing should use available tools.

● For best results, you need to test simultaneously and more often.

● If you test only one variable at a time, you can get the best.

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