Webmecanik offers a solution to set up A/B testing of your emails and landing pages. Discover how this feature can boost the performance of your marketing strategies ?
What is A/B Testing?
A/B Testing involves comparing different versions of an email or landing page to identify which content resonates best with your audience. You alter a single variable for each version of your content, it can be an image, text, subject line, or Call To Action (CTA). Each variant is then randomly dispatched to a sample of contacts.
Based on a defined objective (submission rate to a form, click and open rate, or number of downloads), you can then determine a winning version ?. This email will be sent to the rest of your database.
How Does A/B Testing Work?
With Webmecanik Automation, you can perform A/B testing on your landing pages or emails created from your software. Today, we put the spotlight on A/B testing of segment emails, with a 6-step process for successful implementation ?
- To start with, set a specific success goal for your email (click rate, landing page visit, form filling, etc.). This will enable you to analyze the concrete impact of your changes on a particular objective, such as the impact of an image or a CTA’s color on your landing page visits.
- Next, select an email variable to test, such as text, subject, a CTA, an image, etc. Clearly define what you wish to compare to effectively analyze the element that made a difference between your versions. We advise choosing only one variable modification at a time.
- Decide on the percentage of your segment to whom you want to send this test. Ensure your base segment is large enough for your sample to be representative and permit to correctly analyze your test.
- Then, choose the delay after which the software determines a winning version. After this period, your software will send the winning version of your email to the rest of your segment.
- Create different versions of your email. Simply create a first version, which you can duplicate and modify to create a version B. You can assign a weight to this email test, meaning choosing the proportion in which you want to send your email to your contact sample. Generally, it’s better to evenly distribute the weight of the emails you send to ensure optimal testing.
- Once all these elements are in place, schedule or send your email. The test will be dispatched at the set time and date to the test sample, and the rest of the database will receive the winning version after the delay you’ve set.
What Elements Should You Test?
There are numerous parameters to test when you’re looking to enhance the performance of your emails. We recommend testing various factors to identify those that impact your results the most, but remember to test one variable at a time.
Here are some elements to test in your emails:
- The subject line
- The sender’s name and address
- The preview text
- The email content (title)
- The calls to action (CTA)
- Images and visuals
- Personalization
- Layout and design
- Sending time and day
- Frequency
