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Looking beyond clicks important when AB testing
16/07/2010
Sony Creative Software's A/B tests showed how looking beyond clicks and opens can have benefits when dealing with emails.
The importance of looking into the results of A/B tests further than just the initial clicks has once again been shown.
A post on Anne Holland's Which Test Won looks at the case of Sony Creative Software, which conducted A/B tests on its marketing email.
Version A had a subject line emphasising a 25 per cent off offer and an email outlining the benefits, while version B when went vice versa.
While conversion rates for version B were higher with 8.3 per cent more opens and a 14.5 per cent higher click rate, it was actually version A that resulted in 13.p per cent more revenue.
The test case therefore shows how simply looking at the clickthrough rates could have ultimately led to a loss in revenue.
The author of the study said: "It appears using the hook of savings to grab attention, combined with strong benefits to grow purchase intent, was the winner here."
Further A/B tests could be used on the website to see how different layouts impact upon conversion rates.
Posted by Alexander Horton Smith
A post on Anne Holland's Which Test Won looks at the case of Sony Creative Software, which conducted A/B tests on its marketing email.
Version A had a subject line emphasising a 25 per cent off offer and an email outlining the benefits, while version B when went vice versa.
While conversion rates for version B were higher with 8.3 per cent more opens and a 14.5 per cent higher click rate, it was actually version A that resulted in 13.p per cent more revenue.
The test case therefore shows how simply looking at the clickthrough rates could have ultimately led to a loss in revenue.
The author of the study said: "It appears using the hook of savings to grab attention, combined with strong benefits to grow purchase intent, was the winner here."
Further A/B tests could be used on the website to see how different layouts impact upon conversion rates.
Posted by Alexander Horton Smith