Learn a few best practices to improve your conversions, enhance your customer experience, and gain insight into the performance of your Email Broadcasts by leveraging A/B Testing for your Email Broadcasts built with Kajabi.
In this article:
Where can A/B testing be used?
With Kajabi, you can A/B test your Email Broadcasts.
Even small, seemingly insignificant changes can, at times, yield surprising results. Some page elements that are typically tested include:
- Calls to action: Button appearance, placement, and text.
- Copy and tone: Language, body content, and subject lines, preview lines.
- Imagery: Videos, testimonials, and images.
- Branding: Logos, colors, and email design.
What should you test?
Testing your email may seem overwhelming when there are so many variables you can test, but don't stress! You can test any element that you find important with each A/B test that you create.
Here are a few ideas to get you started.
1. Email subject line
The subject line is a powerful feature of the email campaign as it is one of the first elements your recipient encounters in your email. Because of its prominence in the inbox, it is a good place to prioritize your focus for your A/B testing.
A few ideas to test in your subject line include:
- Asking a question
- Testing capitalization styles
- Adding emojis
- Adjusting copy to be more specific or more ambiguous
- Adding personalization
- Adjusting the length
- Setting the tone
Learn more best practices for email subject lines.
Not sure what to say in your subject line? Ask Ama for help!
2. Email preview text
After you nail down your email subject line, you may want to consider testing your preview text. The email preview text is like a continuation of the subject line and in the same way can impact your open rates. Learn more about the email preview text.
Keep in mind that the preview text should be additive to the subject line, not a duplicate - it is an opportunity to add more context. You will want to avoid repeating the same information that is already stated in your subject line. Instead, use the preview text to encourage your recipients to open and engage with your email.
3. Call to Action
Buttons or text? Experimenting with different Calls to Action can be an effective use for an A/B test. Do your recipients engage more with buttons or text? What type of copy are they more drawn to?
Play around with the Call to Actions in your Email Broadcast to see what your audience responds to most.
Learn more about customizing your call to action button with Kajabi's Email Visual Editor.
4. Imagery
Images can be powerful when used appropriately. Testing your use of imagery (or lack of imagery) is a great way to gain insight into the type of content your recipients are most drawn to.
A few ideas to test in your email imagery:
- No images vs. multiple images
- Text on an image vs. no text
- Colorful imagery vs. black and white imagery
- Images of people vs. images of objects
- Images of action vs. static imagery
Conducting an effective Email A/B Test
Step 1. Research: Take a look at competitors in your industry to determine areas that may be improved with Split testing.
Step 2. Hypothesis: Based on your reasoning and research, identify a possible explanation or conjecture to test. For example, Users aren't sure where to locate your call to action in your email; if it were noticeably displayed at the top of the email, the conversion rate would increase.
Step 3. Identify the variable: Because an A/B test is a form of scientific experiment, it must be done with proper control variables to be conclusive. Identify the variables you will test.
Step 4. Set your parameters: To determine the length of time and volume of visitors needed for you to conduct a reliable test, use an A/B Test Calculator like Optimizely. All the website elements outside of the variable being tested must be kept identical to yield valid results.
Step 5. Conduct your test: Use Kajabi's Email A/B Testing feature to create your test and sending your winning email to your recipients.
Still have questions? Let us know your question below to have it added to the list or reach out to Support if you need additional assistance. Thanks for being the best part of Kajabi!