#25 - March A/B Test Learnings

Like Mira mentioned last week, it’s the little things that differentiate between a 7 vs 8 figure brand (if you missed it, you can check it out here).

There’s why we constantly a/b test for our brands.

Little incremental increases in revenue here and there add up quick.

I’ll be going through some of the a/b tests we ran in March (here’s Feb's copy for your ref), so let’s get started.

P.S. Please note some images are cropped on purpose for confidentiality (& that you should not be taking this as gospel, but shortcuts you can try for your brand)

1) On Subject Lines (SL)

a) Hypothesis: SL with personalization generated higher open rates compared to SL without personalization (first name)
Conclusion: True

Open rates are a finicky thing, esp w/ Apple’s mail privacy changes.

We still use them as a general indicator (combined w/ other metrics), but never as our north star. 

That’s why we tested the below 👇

b) Hypothesis: SL that focuses on the content of the email will generate higher open rates (and potentially also increase clicks and placed orders)
Conclusion: True

This works because you’re showing people what to expect when they open your email - something increasingly rare because of all the clickbait out there.

2) On CTAs

a) Hypothesis: CTA with first person copy will generate higher click rates
Conclusion: False. Traditional CTAs still generated higher click rates

b) Hypothesis: First person CTAs will generate higher clicks vs second person CTAs
Conclusion: True

c) Hypothesis: Urgent CTAs will generate higher click rates vs general CTAs
Conclusion: False

d) Hypothesis: GIF CTAs will generate higher clicks than a static CTA
Conclusion: False

3) On Hero Images

a) Hypothesis: Testimonial headlines will generate a higher click rate vs general headlines
Conclusion: True

b) Hypothesis: GIF headlines will generate higher click rates than static headlines
Conclusion: True

4) On Body Content

a) Hypothesis: Emails with more tips on health (for health related brands) will generate higher placed order rates vs having none
Conclusion: True

a) Hypothesis: Product images lead to higher placed order rates vs lifestyle images
Conclusion: False

And that’s a wrap!

Hopefully these tests give you some idea of things you could test with your emails.

Remember, stacking those incremental wins do add up, and never be afraid of ‘failing’ tests (they just give you a direction NOT to head towards).

Oh, and also - if you’re looking for a partner to build these incremental wins, and leverage expertise from, then look no further 😉

We’ve worked with 500+ brands, and driven over $329M+ in attributable revenue, and are confident we can do the same for you too.

But other than that, have a great weekend, and see you next week.