EPoS, E-commerce, Mobile, Websites, Graphic Design
A/B split testing – how to improve your conversation rates via A/B split testing.
Have you ever noticed that some emails do better than others? – A single email can outperform your scheduled monthly newsletters or weekly offer campaigns. Ideally, you want to raise your campaign level to make sure you are sending the most engaging emails possible each time.
Knowing what works for your target audience is key to a successful campaign. The goal of A/B split testing -or as it’s also known, bucket tests or just split testing- is to gain insight to what prevents people from opening and clicking on your email and what increases conversation. Is the subject line too long? Does it contain the wrong keywords? Or is it just too early in the morning for your audience to receive that email? All these questions can be answered by testing the appropriate elements.
Why should I run A/B testing on my emails?
A/B testing offers many benefits, these include; increasing open and click through rates, lower bounce rates, higher conversation rates, along with saving time and money by eliminating any assumption and guesswork. The beauty of email marketing and A/B tests is that you can measure and improve every aspect of your strategy.
Where to start…
What you want to test will depend on your goal/s. For example: if you want to increase the open rate to your email, then you might test the following: length of the subject line, the keywords and phrases used, or the ‘From name’ and address. But limit yourself to choosing one element at a time. If you change more than one in the same email, you won’t be able to tell what led your failing open/click rate. By looking at the individual elements one at a time allows you to optimise them based on the function and understand the interaction between them.
What should I be testing?
Don’t limit your A/B testing, you can test almost everything from the time of day it’s sent to the length of your subject line! – just remember to change one at a time!
Start testing with the first things the recipient will see, these count towards the decision to open your email – or not!
The subject line along with the From name and address, gives one of the first indications of what the email may contain. Think about what keywords you are using, are they portraying a soft sell or a hard sell? (buy now!). Is the length too long to grab your attention, Or is it too short to give any indication to what the email is about? The subject line has an enormous influence when it comes to opening an email or not – 64% of people say they open an email because of the subject line.
The recipient will want to know who they are receiving the email from. You can test whether it is best to mark the email in a friendly way for example: ‘From Georgia’ or your company name ‘From Sparkstone Technology’ or you can play around with a mix of both: ‘From Georgia at Sparkstone Technology’. 82% of consumers open emails from companies. Make sure your ‘From email address’, is a relevant one which won’t get marked as spam.
From here, you can go on to test a number of other things which may have an important influence on your records.
Time – time is a big factor when it comes to emails. Are your target audience likely to be checking their inboxes mid-afternoon on a Saturday? Or, are they more likely to pick up your email on their way to work at 7AM Monday morning? Try out different days, mornings Vs afternoons or even evenings. There are so many options to trial with regarding time, but it is so important when it comes to open rates. Desktop and smartphone email opens happen most often between 10am and 4pm—during the typical workday.
The Header – try including recognizable elements such as your logo and the company colour scheme.
Email Body – experiment with the layout and structure of your email. Does the weekly offer attract more attention near the top or closer to the right hand side etc.
Images – if you include lots of images, make sure they are small in file size and loadable. If they take a long time to download then the recipient might lose interest before they’ve seen it. Do your images work well on their own or do they need accompanying by text?
Colour – colours play a big part in what our eyes are drawn to first. Experiment using colours to emphasis which parts of your email are more important (studies show that yellow and orange colours are the first to be focussed on by our brains when viewing a page)
Call to Action – the call to action is important and expected to tell the recipient what to do next. It is often a text link or button which may read something like ‘find out more’, ‘click here’ or ‘buy now’. Experiment with different phrases and descriptive Call-to-Action links to make them stand out.
Other things which you can test include: Social media links, the keywords included in the main body of text, length of the email – is it too long?
All these features determine whether your email is going to be a hit or not! It may take a little while to test them all individually, but once you get them right, your results will increase.
Are you ready to start A/B Split testing?