A/B split testing is a method of marketing testing by which a baseline control sample is compared to a variety of single-variable test samples in order to improve response rates. Significant improvements can be seen through testing elements like copy text, layouts, images and colors.
An experimental arrangement could be for example the shipping of the same mailings with a different subject "splitted" in two comparable groups of recipients (A and B). If the conditions (e.g., shipping time, Mailer, audience composition,...) for both mailings are identical and the sample is sufficiently large, you can determine in advance which of the mailing (A or B) is better for the real shipping and has therefore a greater opening rate.
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