Session Title A or Session Title B: A/B Testing with Concorde Career Colleges
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#emflconf @emfluence Lindsay Waters, emfluence [email protected] Session Title A? Or Session Title B? A/B Testing with Concorde Career Colleges @lindsaymwaters
Transcript of Session Title A or Session Title B: A/B Testing with Concorde Career Colleges
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Lindsay Waters, emfluence
Session Title A? Or Session Title B?A/B Testing with Concorde Career Colleges
@lindsaymwaters
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Let’s give this a try…Why A/B TestKeys to A/B TestingWhat to A/B testHow to A/B testHow to read resultsExamples
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Be honest…
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Keys to A/B TestingScientific- Randomly select lists- Test 1 element- Random segmentation tool
Significant- Results need to be
actionable- Size of test segments
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Well what can I test?• Tone• Images• Personalization• Email Format
o Imageso Texto Bullets
And then some…
• Time of Day• Day of Week• Subject Line/Pre-Header
o Lengtho Offerso Newsletter/Article Titles
• From Name
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How to A/B Test in the emfluence PlatformStep 1.
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How to A/B Test in the emfluence PlatformStep 2.
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How to A/B Test in the emfluence PlatformStep 3.
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How do I read my data?Compare Unique Clicks:- Personalization- Email Format- CTA Verbiage- Copy- Links
Compare Unique Opens:- Day of Week- Time of Day- From Name- Pre-header/Subject Lines- Personalization
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Happy Holidays – AlumniSubject Line: Happy Holidays from ConcordeSent: Week of 12/19 @ 10 AMSegment Size: 6,929Testing: Day of Week
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Happy Holidays – Alumni Results
Day Sent UniqueViews
UniqueViews %
TotalViews
TotalViews %
UniqueClicks
UniqueClicks %
TotalClicks
TotalClicks % CTV Web
ViewsWeb
Views %
Monday 1,220 17.60% 1,698 24.50% 29 0.42% 30 0.43% 2.40% 6 0.09%
Tuesday 1,251 18.00% 1,752 25.30% 33 0.48% 35 0.50% 2.60% 2 0.03%
Wednesday 1,250 18.00% 1,719 24.80% 30 0.43% 30 0.43% 2.40% 1 0.01%
Thursday 1,190 17.20% 1,667 24.10% 39 0.56% 39 0.56% 3.30% 3 0.04%
Friday 1,163 16.80% 1,640 23.60% 33 0.48% 34 0.49% 2.80% 1 0.01%
Totals 6,074 17.50% 8,476 24.50% 164 0.47% 168 0.48% 2.70% 13 0.04%
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Happy Holidays –Prospective StudentsSubject Line: Give yourself the gift of education this holiday seasonSent: Thursday, Dec 22 Segment Size: 14,202Testing: Time of Day
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Happy Holidays – Prospective Students Results
Time Sent UniqueViews
UniqueViews %
TotalViews
TotalViews %
UniqueClicks
UniqueClicks %
TotalClicks
TotalClicks % CTV Web
ViewsWeb
Views %
Morning 1,790 12.60% 2,720 19.10% 130 0.91% 136 0.96% 7.30% 5 0.04%
Noon 2,033 14.30% 3,198 22.50% 159 1.10% 177 1.20% 7.80% 9 0.06%
Afternoon 1,909 13.40% 3,070 21.60% 124 0.87% 132 0.93% 6.50% 4 0.03%
Evening 2,179 15.30% 3,399 23.90% 142 1.00% 147 1.00% 6.50% 7 0.05%
Totals 7,911 13.90% 12,387 21.80% 555 0.98% 592 1.00% 7.00% 25 0.04%
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Alumni Newsletter – Q1Subject Line: Introducing your newly named alumni newsletterSent: Week of 1/11 @ 3:30 PMSegment Size: 4,973Testing: Day of Week (including weekends)
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Alumni Newsletter – Q1 ResultsResultsDay Sent Unique
ViewsUnique
Views %TotalViews
TotalViews %
UniqueClicks
UniqueClicks %
TotalClicks
TotalClicks % CTV Web
ViewsWeb
Views %
Wednesday 1,098 22.10% 1,673 33.60% 51 1.00% 52 1.00% 4.60% 4 0.08%
Thursday 1,061 21.30% 1,514 30.40% 44 0.88% 46 0.92% 4.10% 1 0.02%
Friday 1,045 21.00% 1,598 32.10% 46 0.92% 63 1.30% 4.40% 0 0.00%
Saturday 1,116 22.40% 1,868 37.60% 48 0.97% 58 1.20% 4.30% 4 0.08%
Sunday 1,054 21.20% 1,623 32.60% 41 0.82% 53 1.10% 3.90% 2 0.04%
Monday 1,102 22.20% 1,706 34.30% 38 0.76% 39 0.78% 3.40% 2 0.04%
Tuesday 1,107 22.30% 1,620 32.60% 55 1.10% 64 1.30% 5.00% 4 0.08%
Totals 7,583 21.80% 11,602 33.30% 323 0.93% 375 1.10% 4.30% 17 0.05%
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Alumni Newsletter – Q2Subject Line: Spring is here, and so is your Insight newsletterSent: Thursday, April 20 @ 6 PMSegment Size: 18,092Testing: Email Layout
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Alumni Newsletter – Q2 ResultsEmail
CreativeUniqueViews
UniqueViews %
TotalViews
TotalViews %
UniqueClicks
UniqueClicks %
TotalClicks
TotalClicks % CTV Web
ViewsWeb
Views %
A - Bullets 3,486 19.30% 5,311 29.40% 206 1.10% 235 1.30% 5.90% 2 0.01%
B - Paragraph 3,360 18.60% 4,961 27.40% 203 1.10% 218 1.20% 6.00% 3 0.02%
Totals 6,846 18.90% 10,272 28.40% 409 1.10% 453 1.30% 6.00% 5 0.01%
Creative A
Creative B
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Alumni Newsletter - Q3Subject Line: Gain “Insight” with latest Concorde Alumni NewsletterSent: Friday, July 28 @ 3:30 PMSegment Size: 18,948Testing: Email Layout
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Alumni Newsletter – Q3 Results
EmailCreative
UniqueViews
UniqueViews %
TotalViews
TotalViews %
UniqueClicks
UniqueClicks %
TotalClicks
TotalClicks % CTV Web
ViewsWeb
Views %
A - Image 2,836 15.00% 3,761 19.80% 195 1.00% 231 1.20% 6.90% 7 0.04%
B - Text 2,787 14.70% 3,758 19.80% 172 0.91% 212 1.10% 6.20% 1 0.01%
Totals 5,623 14.80% 7,519 19.80% 367 0.97% 443 1.20% 6.50% 8 0.02%
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Email Address Subject Line: We’re here to help youSent: Thursday, May 18 @ 2 PMSegment Size: 6,710Testing: Personal vs. Concorde Email Address
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Personal vs. Concorde Email
EmailCreative
UniqueViews
UniqueViews %
TotalViews
TotalViews %
UniqueClicks
UniqueClicks %
TotalClicks
TotalClicks % CTV Web
ViewsWeb
Views %
Personal 2,476 38.70% 4,259 66.50% 22 0.34% 22 0.34% 0.89% 8 0.12%
Concorde 1,488 21.20% 3,160 45.10% 21 0.30% 24 0.34% 1.40% 10 0.14%
Totals 3,964 29.50% 7,419 55.30% 43 0.32% 46 0.34% 1.10% 18 0.13%
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