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Shelley beaumonte myspace

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    • 1. Small tweaks, big impact! The power of A/B testing
      Shelley Beaumonte | Online Marketing Manager | Myspace
      myspace
    • 2. myspace
      a/b testing
      What is A/B testing?
      Answer:
      A method of testing by which a sample is randomly split into two groups: a control group (typically A) and a test group (typically B) to gain insight into visitor behavior and improve response rates
      What can you test?
      Answer:Just about anything!
    • 3.
      • Headline
      • 4. Call to action
      • 5. Layout
      • 6. Landing page
      • 7. Personalization/salutation
      myspace
      WHAT CAN YOU TEST?
    • KPIs to look at
      Open Rate = opens/delivered
      Click-through Rate = clicks/delivered
      Click-to-open Rate = clicks/opens
      4
      myspace
    • 12. Subject Line A/B TesT
      A)
      VS
      B)
      Subject Line B outperformed Subject Line A by 128% Open Rate
      5
      myspace
    • 13. Design A/B Test
      VS
      Email A
      Email B
      Email A outperformed Email B by 14% CTO
      6
      myspace
    • 14. myspace
      Frequency a/b test: The emails
      Invite from a friend
      Invite Reminder
    • 15. Schedule A
      Aggressive and consistent
      T = 0 days
      T = 7
      T = 14
      T = 21
      VS
      Schedule B
      Aggressive, then light
      T = 5
      T = 21
      T = 0 days
      T = 45
      Frequency a/b test
      User receives invite from friend
      User receives reminder #1
      User receives reminder #2
      User receives reminder #3
      User receives invite from friend
      User receives reminder #1
      User receives reminder #2
      User receives reminder #3
      Schedule B outperformed Schedule A by 33% Conversion Rate
      8
      myspace
    • 16.
      • Focus on testing one variable at a time
      • 17. Don’t abandon the loser completely
      • 18. Know the objective of your email
      • 19. Never assume a small change = small results
      9
      myspace
      Lessons learned
    • 20. Shelley Beaumonte
      Online Marketing Manager, Myspace
      Sbeaumonte@myspace-inc.com
      415.293.9143
      10
      myspace
      Questions?