To apply A\/B testing to your messages, all you need to do is to present two versions to two small groups of your subscribers and then listen<\/em>. The metrics will tell you their preferences, and from them you can act in the short term by sending the most efficient version to the rest of your audience, or in the long term by replicating that preference in future campaigns.<\/p>\n It sounds simple and it is even simpler at MasterBase\u00ae, thanks to our automation of the process of selecting the most effective part and sending it to the total base. <\/strong>However, it is also quite easy to make mistakes with A\/B testing and reach the wrong conclusion, completely undermining the results.<\/p>\n Running a lot of A\/B tests only to conclude that you didn't learn anything actionable due to poor execution is painful. To avoid that frustration, we suggest you follow these 6 tips to get the most out of your A\/B tests.<\/p>\n Sometimes small adjustments to minor elements can push the needle on your barometer, so focus your testing on the key elements of a message, such as the subject line, calls to action, images and headlines.<\/p>\n But there are also other elements worth trying:<\/p>\n Unless you are fully engaged in an evaluation process, you should keep your A\/B testing limited to one change at a time. For example:<\/p>\n Modifying more than one factor between versions A and B would make it very difficult to determine which element is responsible for the difference in performance.<\/p>\n Don't make random changes just to see what might work. Focus on what you are looking for and use that as the basis for your testing.<\/p>\n For example, if you are trying to increase conversions, you can create a version of your message where the call to action is above the display or preview (ATL), to make it more visible, and another version where the content precedes the call to action (CTA).<\/p>\n Also, if you are looking to decide whether it is good to address a new subscriber by name in the welcome message subject line, you should test one subject line with personalization and one without.<\/p>\n Most campaigns aim to achieve conversions, so your A\/B testing should also be geared towards improving those metrics.<\/p>\n A common misperception is to believe that the subject line can only affect the open rate, that the message can only impact clicks, and that the landing page content can only influence conversions.<\/p>\n This is not true! The different instances do not operate in isolation. Each factor affects the whole, because subscribers experience email marketing campaigns as a whole.<\/p>\n So, the goal of a subject line is not to generate opens, but people who convert. And similarly, the goal of content is not to generate clicks, but people who convert.<\/p>\n\n
Focus your A\/B testing efforts on the aspects of your campaign that will have the most impact on your results.<\/strong><\/h3>\n<\/li>\n<\/ol>\n
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Limit your A\/B testing to one thing at a time.<\/strong><\/h3>\n<\/li>\n<\/ol>\n
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It starts from a clear hypothesis<\/strong><\/h3>\n<\/li>\n<\/ol>\n
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Choose a winning test metric that is aligned with your campaign goal<\/strong><\/h3>\n<\/li>\n<\/ol>\n
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