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?