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5 Steps for A/B Split Testing in Bronto

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Learn how A/B split testing is a valuable instrument that all marketers should use to drive conversions. In this presentation you'll learn industry best practices, how to perform an A/B split test in Bronto, and see testing results from Bronto clients.

Published in: Self Improvement, Technology
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5 Steps for A/B Split Testing in Bronto

  1. 1. 5 Steps for A/B SplitTestingJune 28, 2012
  2. 2. Bronto Webinars Thank you for attending Housekeeping blog.bronto.com Q&A community.bronto.com Recording @bronto Topic Suggestions? Bronto Nation Michael.ballard@bronto.com www.bronto.com/bpd
  3. 3. Our Contest
  4. 4. 5 Steps for A/B SplitTestingJune 28, 2012
  5. 5. Agenda 3 A/B Split Testing in Bronto 2 Best Practices 1 A/B Split Testing Overview
  6. 6. OverviewWhat 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
  7. 7. OverviewWhat can A/B Split TestingDetermine? • 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….
  8. 8. Steps for A/B Testing5 Steps for A/B Testing 1. Create content 2. Identify 2 or more randomly selected groups of contacts 3. Send message to the groups with a variable • Subject line • From name and address • Different Content • Different Date/Time of send 4. Review results 5. Takeand Re-test! winner Test action with
  9. 9. 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.
  10. 10. 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
  11. 11. A/B Split TestingDemonstration
  12. 12. Client Successes with A/B TestingGourmet Food Retailer – Send Time Optimization Test 549% Increase in Campaign RevenueClothing Retailer – Subject Line Testing Click Rate Increase of 23%Furniture Maker – Email Header Test Click Rate Increase of 37%
  13. 13. Which Test Won
  14. 14. Thanks for Joining!
  15. 15. Thank You for Attending! Account Management am@bronto.com michael.ballard@bronto.com Follow Up Email Webinar Recording Blog Post Which Test Won
  16. 16. Contest Random Name Drawing Medium Inflatable Bronto!!!

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