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?

Michael.ballard@bronto.com

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!

am@bronto.commichael.ballard@bronto.com

Account Management

Webinar RecordingBlog PostWhich Test Won

Follow Up Email

Contest

Random Name Drawing

Medium Inflatable Bronto!!!