As a marketer, and often with many stakeholders to a campaign, it may be difficult at times to come to a consensus on one message or style for the creative campaign. But why choose one based on feelings and opinions when you can test multiple creatives and base your decisions on data (you can find out how to track your campaigns here)!
Momentum Media offers several options to test creative across all our platforms which we will describe later in this piece, but first let’s explore what A/B split testing is.
What is A/B split testing?
A/B split testing is a process of comparing two or more versions of your campaign, typically testing one element or variable while maintaining all other variables the same. For example, you may decide to test completely different creatives of the same ad unit, while keeping the landing page the same and, where possible, running both over the same period of time.
What is a multivariate campaign and how does it differ from an A/B split test?
A multivariate campaign refers to a type of testing available within a solus eDM booking. While an A/B split test sends two or more variations to our entire audience split equally between the variations, a multivariate campaign will send the variations to a small portion of the audience (typically around 20 per cent) as a test, then send the winning variation to the rest of the audience at a set time later (typically four-plus hours after the initial send).
To decide on a winning variation, you can have our platform automatically choose the better version by the highest “click rate” or “open rate”, or alternatively, you can decide to manually revise the results of each and decide for yourself which campaign will go to the rest of the audience.
Platform: Website Advertising
Website advertising is the easiest method to run a split test with, and has many options for running your split test. Some examples are:
Platform: Email Advertising
When we say email advertising, we are referring to banners, towers or natives within our eNewsletters. This section does not cover Solus eDMs, which will be covered in the next section. Unfortunately, this form of advertising is a little limited on testing options due to the limitations within the email body. At this stage, the only means to test a campaign is a time-based split, but this can be split daily, weekly or monthly.
Platform: Solus eDM
As a solus eDM gives you full control over the entire email being sent out, we can split the audience and campaigns far more easily. The two options we offer to test your campaigns are:
Testing your marketing campaign is always a great idea whenever you have the opportunity to, and it will help you consistently learn more about what works best for your brand or product. It’s always important to first look at your testing options and then apply previous test outcomes to future marketing plans.