test for success: a guide to a/b testing on emails
TRANSCRIPT
#abtesting
Our presenters
Jessica LangensandMarketing Programs ManagerMarketo
Allison SparrowMarketing Automation ManagerOptimizely
#abtesting
A few things first...
● Slides and recording emailed to you immediately after the webinar.
● Ask questions in the chat box & on Twitter! o Use #abtesting.
#abtesting
What you’ll learn
● Why should you A/B test?● Setting up your first (effective) A/B test● Testing Ideas and Success Stories
#abtesting
In 2013, SMBs voted that email marketing was #2 most important marketing channel.
#1, having a website.Source: eMarketer
#abtesting
A/B Testing is the process of showing different versions of a site to visitors, in order to see which one better achieves your goals.
#abtesting
Why should you care about A/B tests?
● Let the data do the work● Build internal alignment● Your website and email channels are invaluable
(make the most of it)● It’s easy, and cheap
#abtesting
What is an (effective) A/B test?
● Identify your company’s goals● Choose where to test● Choose what to test● State your hypothesis● Track and report results
#abtesting
What are my company’s goals?
● Purchases/conversions● Revenue per visitor● Lead generation● Pageviews
#abtesting
Where to test?
● Welcome email● Home page● Product page● Contact Form page● 30 day trial expiration email● Download confirmation email● Cancellation confirmation email
#abtesting
Create a Hypothesis
“Visitors are getting distracted and feeling overwhelmed with too many competing elements on the page. Removing elements will reduce the clutter, focus user attention on article content and result in an increase in article pageviews.”
#abtesting
State a Hypothesis
● Identify a theory about the specific user experience
● Define the metrics for success● Define the quantifiable change in the key metric
#abtesting
Subject Lines
● Vary a Replicable Element[New Report] 2014 Marketing Automation Vendor Comparisonvs.[Download] 2014 Marketing Automation Vendor Comparison
● Complete Subject Line Testo Test on a small group, wait 24 hours and send winner to
remainder of your list