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Session Title A or Session Title B: A/B Testing with Concorde Career Colleges
The document provides a detailed guide on A/B testing strategies through the Emfluence platform, highlighting key elements to test, methods for conducting tests, and ways to interpret results. It includes specific examples of email campaigns sent to different segments, showing how various factors such as tone, day of the week, and email layout impact engagement metrics. The results of these tests are presented in charts, demonstrating unique views, clicks, and overall performance across different testing parameters.
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Session Title A or Session Title B: A/B Testing with Concorde Career Colleges
- 1. #emflconf@emfluence Lindsay Waters, emfluence lwaters@emfluence.com SessionTitle A? Or Session Title B? A/B Testing with Concorde Career Colleges @lindsaymwaters
- 2. #emflconf@emfluence Let’s give thisa try… Why A/B Test Keys to A/B Testing What to A/B test How to A/B test How to read results Examples
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- 5. #emflconf@emfluence Keys to A/BTesting Scientific - Randomly select lists - Test 1 element - Random segmentation tool Significant - Results need to be actionable - Size of test segments
- 6. #emflconf@emfluence Well what canI test? • Tone • Images • Personalization • Email Format o Images o Text o Bullets And then some… • Time of Day • Day of Week • Subject Line/Pre-Header o Length o Offers o Newsletter/Article Titles • From Name
- 7. #emflconf@emfluence How to A/BTest in the emfluence Platform Step 1.
- 8. #emflconf@emfluence How to A/BTest in the emfluence Platform Step 2.
- 9. #emflconf@emfluence How to A/BTest in the emfluence Platform Step 3.
- 10. #emflconf@emfluence How do Iread my data? Compare Unique Clicks: - Personalization - Email Format - CTA Verbiage - Copy - Links Compare Unique Opens: - Day of Week - Time of Day - From Name - Pre-header/Subject Lines - Personalization
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- 12. #emflconf@emfluence Happy Holidays –Alumni Subject Line: Happy Holidays from Concorde Sent: Week of 12/19 @ 10 AM Segment Size: 6,929 Testing: Day of Week
- 13. #emflconf@emfluence Happy Holidays –Alumni Results Day Sent Unique Views Unique Views % Total Views Total Views % Unique Clicks Unique Clicks % Total Clicks Total Clicks % CTV Web Views Web Views % Monday 1,220 17.60% 1,698 24.50% 29 0.42% 30 0.43% 2.40% 6 0.09% Tuesday 1,251 18.00% 1,752 25.30% 33 0.48% 35 0.50% 2.60% 2 0.03% Wednesday 1,250 18.00% 1,719 24.80% 30 0.43% 30 0.43% 2.40% 1 0.01% Thursday 1,190 17.20% 1,667 24.10% 39 0.56% 39 0.56% 3.30% 3 0.04% Friday 1,163 16.80% 1,640 23.60% 33 0.48% 34 0.49% 2.80% 1 0.01% Totals 6,074 17.50% 8,476 24.50% 164 0.47% 168 0.48% 2.70% 13 0.04%
- 14. #emflconf@emfluence Happy Holidays – ProspectiveStudents Subject Line: Give yourself the gift of education this holiday season Sent: Thursday, Dec 22 Segment Size: 14,202 Testing: Time of Day
- 15. #emflconf@emfluence Happy Holidays –Prospective Students Results Time Sent Unique Views Unique Views % Total Views Total Views % Unique Clicks Unique Clicks % Total Clicks Total Clicks % CTV Web Views Web Views % Morning 1,790 12.60% 2,720 19.10% 130 0.91% 136 0.96% 7.30% 5 0.04% Noon 2,033 14.30% 3,198 22.50% 159 1.10% 177 1.20% 7.80% 9 0.06% Afternoon 1,909 13.40% 3,070 21.60% 124 0.87% 132 0.93% 6.50% 4 0.03% Evening 2,179 15.30% 3,399 23.90% 142 1.00% 147 1.00% 6.50% 7 0.05% Totals 7,911 13.90% 12,387 21.80% 555 0.98% 592 1.00% 7.00% 25 0.04%
- 16. #emflconf@emfluence Alumni Newsletter –Q1 Subject Line: Introducing your newly named alumni newsletter Sent: Week of 1/11 @ 3:30 PM Segment Size: 4,973 Testing: Day of Week (including weekends)
- 17. #emflconf@emfluence Alumni Newsletter –Q1 Results ResultsDay Sent Unique Views Unique Views % Total Views Total Views % Unique Clicks Unique Clicks % Total Clicks Total Clicks % CTV Web Views Web Views % Wednesday 1,098 22.10% 1,673 33.60% 51 1.00% 52 1.00% 4.60% 4 0.08% Thursday 1,061 21.30% 1,514 30.40% 44 0.88% 46 0.92% 4.10% 1 0.02% Friday 1,045 21.00% 1,598 32.10% 46 0.92% 63 1.30% 4.40% 0 0.00% Saturday 1,116 22.40% 1,868 37.60% 48 0.97% 58 1.20% 4.30% 4 0.08% Sunday 1,054 21.20% 1,623 32.60% 41 0.82% 53 1.10% 3.90% 2 0.04% Monday 1,102 22.20% 1,706 34.30% 38 0.76% 39 0.78% 3.40% 2 0.04% Tuesday 1,107 22.30% 1,620 32.60% 55 1.10% 64 1.30% 5.00% 4 0.08% Totals 7,583 21.80% 11,602 33.30% 323 0.93% 375 1.10% 4.30% 17 0.05%
- 18. #emflconf@emfluence Alumni Newsletter –Q2 Subject Line: Spring is here, and so is your Insight newsletter Sent: Thursday, April 20 @ 6 PM Segment Size: 18,092 Testing: Email Layout
- 19. #emflconf@emfluence Alumni Newsletter –Q2 Results Email Creative Unique Views Unique Views % Total Views Total Views % Unique Clicks Unique Clicks % Total Clicks Total Clicks % CTV Web Views Web Views % A - Bullets 3,486 19.30% 5,311 29.40% 206 1.10% 235 1.30% 5.90% 2 0.01% B - Paragraph 3,360 18.60% 4,961 27.40% 203 1.10% 218 1.20% 6.00% 3 0.02% Totals 6,846 18.90% 10,272 28.40% 409 1.10% 453 1.30% 6.00% 5 0.01% Creative A Creative B
- 20. #emflconf@emfluence Alumni Newsletter -Q3 Subject Line: Gain “Insight” with latest Concorde Alumni Newsletter Sent: Friday, July 28 @ 3:30 PM Segment Size: 18,948 Testing: Email Layout
- 21. #emflconf@emfluence Alumni Newsletter –Q3 Results Email Creative Unique Views Unique Views % Total Views Total Views % Unique Clicks Unique Clicks % Total Clicks Total Clicks % CTV Web Views Web Views % A - Image 2,836 15.00% 3,761 19.80% 195 1.00% 231 1.20% 6.90% 7 0.04% B - Text 2,787 14.70% 3,758 19.80% 172 0.91% 212 1.10% 6.20% 1 0.01% Totals 5,623 14.80% 7,519 19.80% 367 0.97% 443 1.20% 6.50% 8 0.02%
- 22. #emflconf@emfluence Email Address Subject Line:We’re here to help you Sent: Thursday, May 18 @ 2 PM Segment Size: 6,710 Testing: Personal vs. Concorde Email Address
- 23. #emflconf@emfluence Personal vs. ConcordeEmail Email Creative Unique Views Unique Views % Total Views Total Views % Unique Clicks Unique Clicks % Total Clicks Total Clicks % CTV Web Views Web Views % Personal 2,476 38.70% 4,259 66.50% 22 0.34% 22 0.34% 0.89% 8 0.12% Concorde 1,488 21.20% 3,160 45.10% 21 0.30% 24 0.34% 1.40% 10 0.14% Totals 3,964 29.50% 7,419 55.30% 43 0.32% 46 0.34% 1.10% 18 0.13%
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