In this product update we are very pleased to announce the possibility of split-testing (A/B testing) for all WakeupData users.
Split testing (also called A/B testing) is a way of conducting controlled experiments with a test and control group of product data - and the only way of establishing the value to certain changes in your feed.
The goal is to improve your online sales or decrease your cost pr click by measuring and comparing a preset metric like clicks, impressions or purchases between the test and the control group to see if there is a significant difference between varying the two.
Proven results: There are countless examples of success stories from companies who used split testing in e-commerce to get fantastic results, including one which made $300 000 from split-testing with a few simple changes to their site wording.
A/B testing in email is much like in ads or UX: you’re looking to perform an experiment with different aspects of your emails to find what works the best.
Start from your KPIs: which aspect of your email campaigns do you want to improve?
To improve open rates, you should A/B test your email subject lines. There are several different things you can test:
To test your click-through rate, you’ll need to look to your content. There are even more things to A/B test for the content of your campaigns:
Maybe your open and click-through rates are great, but you’re just not getting the orders you want from your campaigns. This is going to require a bit more thought in your A/B testing.
These different elements for A/B testing can be applied to nearly every aspect of your ecommerce site and marketing strategy: UX, popup success, social media ads, etc.
No matter what, remember to test often and to record your results. Customer trends change over time, and you don’t want to be stuck using subject lines and copy that is passé.
The main use of split testing in the past has been to optimize website and email marketing performance. But with this update, we are now moving it out to the channels that are responsible for driving traffic to your site.
"WakeupData is one of the only data feed management tools with the full set of solutions in place to allow users to carry out feed split-testing for ecommerce by themselves."
The split test functions gives you huge possibilities in testing the performance of your product feeds on different sales channels like Google Shopping, Pricerunner, Prisjakt or 3rd party tools- even small improvements can make a big difference for bottom line and ROI.
A test means that the feed is effectively split (hence the name!), meaning some products will contain a new version of, for example, products titles, while the control group will contain the old version of product titles - without external factors like sales, low season, bad weather or broken checkout flow negatively impacting your results.
Demonstrating your ROI can be easily assessed because all your split tests can be created with quantifiable goals in mind.
These goals might be, for example, to improve click rates or impressions, as they were with Swiss publisher Blick.
By trialing different titles and images on several separate split tests they were able to produce a significant increase in page impressions (4.9% per visitor) and click through rate (19.7%) which resulted in a major lift in their ad revenue.
This was of course with conventional split test for webpages. With the ability of doing split testing in feeds, you can now test new questions like:
We want to answer this question thoroughly and effectively. Therefore, instead of outlining the process in this blogpost, we have produced a step-by-step pdf material pack on split testing which will outline in detail, how you can carry out the process on our platform - you can access it here or via our data feed management platform.
Find out more about Product Feeds or our Feed Marketing Platform and sign up for your Free Product Demo to get an insight today.