One thing I love about email is data. Because it's so readily available, it's easy to run split tests and see real-time email performance. You'll often find me hunched over spreadsheets and constantly updating data as if watching a close race. But none of that matters if A/B testing isn't set up correctly. Without a solid foundation, your A/B test results are unreliable and can lead you in the wrong direction. And that can cost you in engagement, conversions, and ultimately subscribers and customers. So before you think about your next test, make sure you're set to succeed to get the insights you need to drive your marketing strategy. And who better to talk about A/B testing than our resident testing expert and senior growth manager, John Kim? John does most of the conversion testing on our website and has taught me a lot about honing my own skills.
And now you will also learn from him. What are the main things you need to do to pass an A/B test? No matter where you test (eg email, website, in-app, or paid advertising), the basics remain the same. Do them right, and you're well on your way to getting results you can trust and act on. Know what you are testing Before running your A/B test, it's essential E-Commerce Photo Editing Service to understand exactly what you plan to test. At Litmus, we have a number of criteria that we document for each A/B test to ensure we maximize our chances of success and learning. Hypothesis Perhaps the most vital element of your A/B testing, a good hypothesis, is an answer to a problem you are trying to solve. Your hypothesis should be clear, focused, and based on underlying or limited evidence. Simply put, this is an educated guess on how you might solve a complex business problem.
It is important that your hypothesis is clearly defined because your experiment will be designed to test it. Start writing your hypothesis! In our case, they are often written using an if-then statement. Example: if we change the standard color of our buttons to orange instead of green, we will see an increase in clicks. Goal The next thing we like to document before running an experiment is the goal of the experiment. Ultimately, what are you trying to accomplish for your business? Be clear about what success means to you. Example: Our goal is to increase button clicks to, in turn, increase conversions on the next page, resulting in either more trial sign-ups or more activations in the trial. 'together. Metric Before launching your test, it is important to know what you will be monitoring for your main metrics. Given your hypothesis and your goal, be clear about which or both metrics you will use to determine success with respect to your previously stated goals.