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Test, test and test again


stephen.trumble
Community Manager
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As most of us would probably agree, no campaign is perfect on the first try (or even the second or third time). It takes some work to refine what resonates with your audience for your greatest success. That’s where A/B testing comes in. I’ve seen small tweaks lead to surprising results, whether it’s adjusting a subject line, preview text or changing the color on a CTA button.


Question: Can you share a campaign where A/B testing or creative adjustments led to significant improvements?
For newer entrepreneurs: If you haven’t tried A/B testing yet, what’s holding you back, and what advice or examples could help you get started?

 

@talhahussain ​@Melanietheme, do you have any advice or thoughts?

Did this topic or the replies in the thread help you find an answer to your question?

8 replies

Christiannoerbjerg
Expert Problem Solver II
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I do ​@stephen.trumble!

First and foremost - Thank you for keeping the community exciting and giving! 

For the second - We had one client, which have been going with a traditional design and traditional way of doing e-mails marketing, before we entered the case. 

All looked great, but the conversations pr. recipient was really low and couldn’t really be affected in a positive way. 

We chose to go against the odds and build a design (Not that pretty, but resonated with the audience), a campaigns plan, choose a frequency (1 a day) and try to make the e-mail be included by images, instead of text, which is normally not common advice. 

But - Surprisingly, it surpassed their and ours expectations, which was really surprising! 

It learned us, that we need to look out from our own know-how about e-mail marketing and actually try a lot of different formats for our clients, instead of being stuck in a specific framework. 

We learned a lot! :-) 

Christian Nørbjerg Enger
Partner & CPO
Web: Segmento.dk
LinkedIn: @christianfromsegmento
Voldbjergvej 22b, 8240 Risskov


MANSIR2094
Problem Solver IV
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  • Problem Solver IV
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  • January 3, 2025

 

Thank you ​@stephen.trumble 

A/B testing is a powerful tool for optimizing campaigns and understanding audience preferences. One example from my experience involved testing subject lines for an email campaign promoting a seasonal sale. The initial version focused on urgency ("Hurry! Last Chance to Save Big"), while the alternate emphasized exclusivity ("Just for You: Exclusive Sale Inside"). Surprisingly, the exclusivity-driven subject line increased open rates by 25% and improved click-through rates. This highlighted how subtle shifts in messaging can significantly impact engagement.

 

For those new to A/B testing, start small by testing one variable at a time—like subject lines, button colors, or image placements. You can make use of platform like klaviyo to analyze results to make data-driven decisions. Remember, the goal isn’t perfection but continuous improvement through learning what resonates with your audience.

 

Curious to hear your examples or challenges!

 


stephen.trumble
Community Manager
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  • January 3, 2025

@Christiannoerbjerg 

This is awesome for those unexpected moments of growth. Can you share further on how you got this accomplished? Bringing leadership in for approval for small changes isn't alway easy. 


stephen.trumble
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  • January 3, 2025

@MANSIR2094  you are so right. Test one variable at a time. Data can get get misconstrued when you are testing a lot all at once, especially if your just starting your journey into marketing. So if you had one place to start for our entrepreneurs, where would you start testing?


MANSIR2094
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  • January 3, 2025

Sure ​@stephen.trumble 

You're absolutely right—testing too many variables at once can muddy the waters, especially for beginners. For entrepreneurs just starting, the best place to begin is the subject line. It's the first impression and directly impacts open rates, which sets the stage for the rest of the email's performance.

 

A/B test elements like tone (formal vs. conversational), length (short vs. detailed), or focus (urgency vs. curiosity). For example, compare "Don’t Miss Out—Exclusive Deals Inside" with "Your Exclusive Offer Awaits!" This simple test provides quick, actionable insights into what drives engagement with your audience.

 

Once comfortable with subject line testing, gradually move on to other elements like CTA buttons, email layouts, or personalization. Building confidence one step at a time is key!

 


DavidV
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  • January 6, 2025

Thought I would add my 2 cents. We started at the start with one of our clients and tested the sign up form discount offered.

We sent 50% to a 10% off coupon and the other 50% to a Free Shipping coupon (shipping is normally $10). 

We saw an order rate almost double on the 10% off offer compared to free shipping. In addition, we saw AOV at 25% above with the 10% coupon (leading to the assumption that people want to “make the most” of their coupon). 

Following that, we A/B tested to see if a 15% discount would lead to additional sign-up and conversion, but this was statistically insignificant.

A/B testing is so important - what anyone might tell you will work may work for your brand, but may also not work at all. So if you have a brainspark/brainwave/bright idea - always test it to confirm your hypothesis! 

Thanks
David


talhahussain
Problem Solver IV
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  • January 6, 2025

A/B testing is essential for refining your marketing campaigns to better resonate with your audience. By experimenting with different elements such as subject lines, call-to-action buttons, or email designs you can identify what drives higher engagement and conversions.

Key Insights:

  • Start Small: Test one variable at a time to clearly understand its impact. For instance, compare subject lines that convey urgency versus exclusivity to see which yields better open rates.

  • Unexpected Results: Sometimes, unconventional approaches can lead to significant improvements. For example, altering email design or frequency might unexpectedly boost engagement, as noted by community members.

  • Continuous Improvement: The goal of A/B testing is ongoing enhancement. Regularly analyze your results and adjust your strategies based on data-driven insights to optimize performance.

For entrepreneurs new to A/B testing, it's advisable to begin with subject line variations, as they have a direct impact on open rates. Gradually, you can expand testing to other components like email content, design, and send times.


stephen.trumble
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  • January 30, 2025

Really great insight ​@DavidV! Thank you