5 Steps for A/B Split Testing in Bronto
16
5 Steps for A/B Split Testing June 28, 2012
-
Upload
bronto-software -
Category
Self Improvement
-
view
1.656 -
download
0
description
Learn how A/B split testing is a valuable instrument that all marketers should use to drive conversions. In this presentation you'll learn industry best practices, how to perform an A/B split test in Bronto, and see testing results from Bronto clients.
Transcript of 5 Steps for A/B Split Testing in Bronto
5 Steps for A/B Split TestingJune 28, 2012
Bronto Webinars
blog.bronto.com
community.bronto.com
@bronto
Bronto Nation
www.bronto.com/bpd
Thank you for attending
Q&A
Recording
Topic Suggestions?
Housekeeping
Our Contest
5 Steps for A/B Split TestingJune 28, 2012
3
2
1A/B Split Testing Overview
Best Practices
A/B Split Testing in Bronto
A/B Split Testing
Agenda
Overview
What is A/B Split Testing
• Method of experimenting with email campaigns to determine variables that generate the best results
• Results typically measured by• Open Rates• CTR• Conversion Rates• Total Revenue
Overview
What can A/B Split Testing Determine?
• What day of week gets better open rates?
• Which subject type (personalized, generic, call to action, shorter, longer) gets the best open rates?
• Is it better to use your company name or a personal name in the from address?
• Does one layout generate more revenue than another?
• Many others….
Steps for A/B Testing
5 Steps for A/B Testing
1. Create content2. Identify 2 or more randomly
selected groups of contacts3. Send message to the groups
with a variable• Subject line• From name and address• Different Content• Different Date/Time of send
4. Review results5. Take action with winnerTest and Re-test!
Best Practices
1. Stick to one test variable.2. Utilize segments large
enough to make the test valid.
3. Focus on the right data points.
4. Allow enough time to elapse.5. Test at the appropriate time.6. Choose the right kind of split
test (automated / manual).7. Always Be Testing.8. Pay attention to the results.
A/B Split Testing in Bronto
Two types of testing• Champion / Challenger• A/B Winner
4 Split Options• Subject Line• From Name / Address• Date / Time of Send• Full Message Content
Multiple winning criteria• Open Rate• Click Rate• Revenue• Etc.
Comparison Reporting
A/B Split Testing Demonstration
Client Successes with A/B Testing
Gourmet Food Retailer – Send Time Optimization Test 549% Increase in Campaign Revenue
Clothing Retailer – Subject Line Testing Click Rate Increase of 23%
Furniture Maker – Email Header Test Click Rate Increase of 37%
Which Test Won
Thanks for Joining!
Thank You for Attending!
[email protected]@bronto.com
Account Management
Webinar RecordingBlog PostWhich Test Won
Follow Up Email
Contest
Random Name Drawing
Medium Inflatable Bronto!!!
