Shelley beaumonte myspace

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  • Shelley beaumonte myspace

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

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