Listrak’s Sophisticated A/B Split Testing Functionality

Monday, March 23, 2015 Listrak 0 Comments

Email remains the highest performing channel, returning $44.25 for every dollar spent, on average. But retailers can expect even high returns if campaigns are optimized for performance.
Listrak’s A/B Split Testing feature is designed to do just that.  With Listrak, winning tests can be determined by click to open rates, conversion rates or even revenue per email, not just open or click through rates. This level of control gives you the information you need to truly impact future campaigns. You’ll simply make more money with every email you send.

Features and Functionality:

  • Easily test date, time, subject line, from name or email address, or message content 
  • Test up to 10 different versions in a single test
  • Multivariate testing capabilities
  • Use sliders to select test group
  • Automatically send winning version at a pre-determined time
  • Determine winning campaigns by open, read or click rate, click to open rate, conversion rate or even revenue per email
  • Awesome dashboard reporting
You can even test responsive design!
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Setting up campaigns is simple and only takes a few minutes. Just select the type of test you wish to perform from the drop down menu and then enter the criteria. In the example below, we’re testing if messages have higher conversion rates at 11:00 am or 4:00 pm on Sunday.
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Design the message in Listrak’s editor as you normally would, then use the sliders to determine what percentage of your list receives each version. If doing a standard A/B split test, 50% of your list would receive Version A and the remaining 50% would receive Version B. But you can also set up the test messages to go to a small percentage of your list – say 10% receives Version A and 10% receives Version B – with the remaining list automatically receiving the winning version when the test ends. You can choose how to determine the winner by selecting an option from the drop down menu, including open, read or click rate, click to open rate, conversion rate or revenue per email.
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You can also set the duration of your test and any special filters you wish to apply:
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That’s it! It really is that easy. You can view tests that are currently running or are scheduled to run:
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Our metrics dashboard lets you easily analyze the results and includes icons to identify if the losing version out-performed the winning version in any area. In the example below, the winner was determined by the open rate, but you can see that different versions had higher click to open rates and revenue per email.
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For more information, ideas and best practices, watch our webinar on demand “Campaign Optimization: A/B Split Testing to Drive Even Greater Results” and read our article “Details Matter: Email A/B Split Testing Ideas and Mistakes to Avoid”.

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