#41 - Another A/B Test Episode

Today’s gonna be another good one.

The team has put together 31 pages (internally) of our recent a/b test learnings, and I’ll be condensing them below.

Let’s hop in.

note: some images are cropped on purpose for confidentiality / you should not be taking these as gospel, but shortcuts/ideas you can try for your brand

1) On Subject Lines (SL)

Recurring Themes:

• Not having discounts in the SL help with ESP filtering (as they sometimes put SL with % into promos/spam)

• Having the words ‘NEW’ in the SL slightly outperforms a regular SL
  

  

• (Health & Beauty specific) - Try mentioning ingredients in the subject line for higher engagement
  

  

• Tap on emojis (aligned w/ your brand voice) in SL for higher open rates
  

  

another note: whilst open rates have become finicky, we still use them as a general indicator on how the email is doing, which is why you see some of these tests

Some other ways you can test with SLs:

a) Test based on emotions (think curiosity, FOMO, excitement, gratitude, pride, relief)
b) Summarizing (content of email) vs curiosity inducing SLs
c) Clever lines vs value prop
d) Questions vs statements
e) Tone testing (playful, straightforward, casual)
f) Audience (personalized subject lines to specific segments vs generic subject lines to general public)

2) Hero Section Copy

Test: Headline - Get vs Want
Winner: Want (w/ 27% click rate lift)

Test: Headline -  Style vs Want
Winner: Want (w/ 15% click rate lift)

3) CTA Copy

Test: CTA Straightforward vs Aspirational CTA
Winner: Straightforward (w/ 89% click rate lift)

Winner: Straightforward (w/ 74% click rate lift)

4) CTA Graphics

(you’ll see here why we say that these are great shortcuts, they’re not to be treated as gospel because it can differ from vertical to vertical)

Test: CTA in product blocks vs no CTA in product blocks
Winner: CTA in product blocks (w/ 69% click rate lift)

Winner: No CTA in product blocks (w/ 17% click rate lift)

5) Landing Page

Test: Collection page vs Dedicated Landing page for promos
Winner: Collection page

And that’s a wrap!

Beehiiv’s telling me we’re already at 500 words and I don’t want to turn this into seven pages of notes 😅

You know… I’ve been thinking recently about why a brand might opt for a freelancer, whilst others might bring people in-house or even go down the agency route.

Every route makes sense actually, but one thing I realize we do better than the other two is how wide we can see, given the many verticals we service.

This allows us to share best practices and things we see working across brands, which in turn short cuts the learning process all whilst driving a higher ROI (something an in-house team might not be able to replicate).

As we creep to the final month of Q3, it’s been all hands on deck for us, making sure we prep our brands for an explosive Q4.

And so if you’re in the market and looking for an agency with proven experience, then feel free to hit the link here and lock in a time to speak with us :)

Have a great weekend!