There's a lot of great info on Topliners about how to execute A/B tests using either the Campaign Canvas or Program Builder. So what should you be testing? There are the obvious choices: subject lines and CTA. But there are more!
Use this list below for more ideas on possible email features to test.
Best practices:
- Test only one email feature at a time to accurately read results.
- Keep a record of your testing and share it with others in your organization.
Buttons: color, size, text
Call to Action (CTA): location, copy, color, navigation path
Color: background, header, footer, text, buttons
Copy: text font, text length, text order, subject line, CTA
Design: total redesign, clean vs. clutter, images vs. icons
Form Elements: number of fields, size, copy, location
Frequency
Funnel: tie-in vs. independent from other parts of the funnel
Images: size, placement, clickable vs. not clickable, images vs. icons
Navigation: click path, conversion path, multiple landing pages vs. one
Offer: type, price, copy, location, size
Personalization: location, name vs. more details
Search Box
Social Share: placement, choices, default copy
Subject Line: personalization, copy, humor, offer
Testimonials: included vs. not included
Timing
Video: size, placement, clickable vs. not clickable
More resources (must join or be a member of the Eloqua Insiders group to access):
Sample Landing Page Testing Matrix
Please comment below if you have more ideas!
Happy testing.