How to use A/B testing for better reputation and engagement

How to use A/B testing for better reputation and engagement

But what is A/B testing?

Is a way of determining which of things perform better on emails, between different landing pages, and even between different blog post titles.

This article focuses mainly on email, and at the end I’ll talk a bit about how to A/B test landing pages.

A/B Testing Emails

On this post, we are going to take you through some ways on how to use A/B testing for your emails. The specifics of how you A/B test email’s with vary some from email provider to email provider, but the ideas are the same between all of them.

Overview of A/B testing for email

The basic idea is rather than create one email for a specific campaign, you will create 2 (or more) versions of the one email. For purposes of this article let us suppose you have created 2 slightly different versions.

The email marketing software will send version A to half your recipients and version B to the other half.

The reporting or analytics of the email marketing software will allow you to see which version performed better.

Subject Lines

A/B testing helps you turn creating subject lines from an art into a science.

You experiment with different word choices, lengths and punctuation.

Constant testing of your subject lines helps you make your subject lines more engaging.

Times Sent

Are there times of the day (or days of the week) when you get the highest click through? To answer this question you need to experiment.

Call-to-action placement

Call to action placement impacts your click-through rather from email to website page (whether to a blog post or a landing page).

Is the bottom of the email better than the middle? Or the top? Is left better than right?

Call-to-action appearance

Does an orange CTA button work better than a blue one? Or a green one?

Personalization

Personalization increases open rates, but how much is too much and where do you do it.

Does putting the first name in the email subject improve open rates? Does using the name in the email improve click through rate?

A/B Testing for Web Pages

Google Analytics provides a means of doing this with multiple (which can be as few as two) versions of the same landing page. It’s called Google Analytics Experiments and it allows you do test web pages against each other just as described above for email.

In Closing

The main idea is the only way you answer these questions is to test.

A very good mantra to consistently increase your engagement and conversion rates is to always be testing.

Learn more here…

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