Making the Case for A/B Testing, Optimization and Retargeting
How can you know which kinds of mobile marketing messages — and which individual message elements — will resonate with your audience?
When it comes to learning what messages really speak to what individual customers want, one of the best tools out there is A/B testing, a long-established marketing research method that's now making inroads in mobile. By deploying different versions of one message to significant audience segments, A/B testing tells marketers exactly which messages are compelling customers to close the conversion loop.
In the second installment of OtherLevels’ recent three-part educational webinar series, Maximizing Mobile Messaging, we began an in-depth examination of how and why A/B testing works. We used real-world examples such as President Barack Obama's 2008 campaign website (which saw an increase of $57 million in donations through split testing of its landing page elements) and Australian parenting site Kidspot, which increased its app engagement by 200 percent to 300 percent after split testing push notifications.
Our final webinar addressed how brands can use split testing to optimize and retarget mobile messaging.
When developing an A/B test, the first thing marketers have to do is define their main objective — e.g., an increase in sales or a boost in social shares or registrations. In fact, marketers just getting started with mobile analytics can use A/B testing to test "hunches" or other mini conversions.
Once goals have been defined, marketers can then create different versions of each individual message planned for a campaign, varying the length, tone, urgency and visual elements of each message.
For example, one of the most important elements of any marketing message is the call to action. It could be "Click Here!" or "Buy Now!" or "This Week Only!" A/B testing can tell mobile marketers which call to action compels the most audience members to do what the marketer wants — just as it has for print, TV and desktop-based web marketers for decades. Mobile is making old marketing methods new again.