How Lists can Help A/B Testing

Transcript

Hi, my name is Ainhoa, Inbound Marketing Specialist at Insynth Marketing.

In this video, I am going to dive a little bit more into how using lists can provide you with more insights on your database and give you more power when designing a new campaign or reviewing your marketing strategy.

If you have not yet watched our video on the different types of lists available on HubSpot, I encourage you to review it before watching this video.

If you have never come across the concept of AB testing, you might want to pay special attention to this point: AB testing is a method that allows us to test two versions of a particular email, landing page or webpage to see which one works better.

It involves producing two instances of the same email with minor variations and comparing the performance of each version.
Those changes should not be too big.

In fact, if you have made sure that your content strategy is accurate and efficient, your goal with AB testing will be to find the subtleties that make a difference when it comes to your contacts opening an email.

The key to the winning formula can be in the subject line, in the use of emojis or in the way you address your audience.

For example, we can narrow down our audience to a particular demographic group and test which CTA is more successful, do they prefer a button that appeals to their curiosity, or do they need something more direct to get them to click?

When you have identified the variable of your AB test, the next step is to send it to two similarly sized audiences and observe how they perform.

These two audiences are translated into lists and, in order for the AB test to be as unbiased as possible, it is crucial for us to create lists following the same criteria.

An easy way to run an AB test of an email is to create a base static list of the group of contacts that you want to run the test with and split them based on the first letter or number of their email. That way, you will have created a totally random 50/50 split in your list.

I hope this brief explanation was useful. If the different uses of lists have caught your attention, feel free to explore other videos where I speak about using lists to reduce spam or create reports.

If you have any questions, give us a shout.

I am just an email away!