Analytics and Testing
Metrics and numbers can help when you are testing your websites, emails, apps, newsletters, ads, text messages, mobile apps, and any other marketing materials. The results will give you insight into what is resonating and connecting with your audience.
There are two basic types of testing: A/B and multivariate testing.
A/B testing ranks a control version A against a different version B to measure which one is most successful—based on a metric you have decided to measure. Of course, you do not have to stop at just an A and a B version. You can have C, D, and E versions. You can have as many versions as you like, though it might help to narrow your focus down to a smaller number. How many versions you use depends on your needs and resources.
Multivariate testing enables you to simultaneously test more than one element of an email, web page, or other digital marketing component. For example, you can measure which call to action and which headline gets the most clicks. The goal of multivariate testing is to understand which combination of elements works best.
Here are the most common elements that marketers test with this method:
- Call to action (or the location of the call to action)
- Design, copy, and offer
- Headline, subject line, and images
- Social media buttons (or other buttons)
- Logos and straplines
- Day and time that the email or text was sent
Testing relies on analytics. The numbers reveal what approaches are working. But it is up to you to develop insights into customer and prospect behavior based on the results and to take appropriate action by adjusting your marketing.