{"id":40030,"date":"2016-12-07T10:49:50","date_gmt":"2016-12-07T15:49:50","guid":{"rendered":"https:\/\/granicus.com\/blog\/intro-to-ab-testing-increase-digital-engagement\/"},"modified":"2024-02-22T10:05:00","modified_gmt":"2024-02-22T15:05:00","slug":"intro-to-ab-testing-increase-digital-engagement","status":"publish","type":"blog_posts","link":"https:\/\/granicus.com\/uk\/blog\/intro-to-ab-testing-increase-digital-engagement\/","title":{"rendered":"Intro to A\/B testing: increase digital engagement"},"content":{"rendered":"","protected":false},"author":11,"featured_media":40031,"template":"","resource_tax_market":[],"resource_tax_dept":[],"resource_tax_type":[164],"resource_tax_region":[],"resource_tax_outcomes":[],"resource_tax_topic":[],"resource_tax_products":[],"resource_tax_solutions":[],"resource_tax_services":[],"class_list":["post-40030","blog_posts","type-blog_posts","status-publish","has-post-thumbnail","hentry","resource_tax_type-blogs-uk"],"yoast_head":"<!-- This site is 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With A\/B testing, you can test many variables to see what resonates best with your audience, including:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Subject lines<\/span><\/li>\n<li style=\"font-weight: 400;\">Pre-headers<\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Message content<\/span><\/li>\n<li style=\"font-weight: 400;\">Plain text vs HTML<\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Images \/ video<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Message length<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Format (templates)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Landing pages<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Call-to-action buttons<\/span><\/li>\n<li style=\"font-weight: 400;\">Colour choices<\/li>\n<li style=\"font-weight: 400;\">Language<\/li>\n<li style=\"font-weight: 400;\">Letter case<\/li>\n<\/ul>\n<p><b>Testing explained<\/b><span style=\"font-weight: 400;\">: With A\/B testing, you can view rtest results in real-time for on the spot optimisations (Test &amp; Send) or view changes in engagement over time to inform your longer-term messaging strategy.<\/span><\/p>\n<p><b>Try a smaller test first<\/b><span style=\"font-weight: 400;\">: Do you have a major one-time campaign coming up and need to maximise audience understanding and action? Run a real-time test to a small subset of your audience (e.g. where 10% of your audience receive option &#8220;A&#8221; and 10% receive option &#8220;B&#8221;). Then trigger the winning campaign within a set amount of time for the remaining 80% of your audience. Using a 10\/10\/80 ratio A\/B test is ideal for on-the-spot optimisation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here\u2019s what building an A\/B test looks like in the <\/span><a href=\"https:\/\/govdelivery.co.uk\/wp-content\/uploads\/2016\/11\/GovDelivery_Advanced_Package_UK.pdf\"><span style=\"font-weight: 400;\">GovDelivery Advanced Package for Communications Cloud<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15339 size-full aligncenter\" src=\"https:\/\/www.govdelivery.com\/wp-content\/uploads\/image\/png\/AB-Bulletin-Drafts.png\" alt=\"ab-bulletin-drafts\" width=\"586\" height=\"429\" \/><\/p>\n<p><span style=\"font-weight: 400;\">And after you test the different bulletins, you\u2019ll see your report indicating the winning bulletin:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15340 size-full aligncenter\" src=\"https:\/\/www.govdelivery.com\/wp-content\/uploads\/image\/png\/AB-Test-2.png\" alt=\"ab-test-2\" width=\"568\" height=\"260\" \/><\/p>\n<p><i><span style=\"font-weight: 400;\">Have questions or would you like more information on A\/B testing?\u00a0Check out our webinar on <a href=\"https:\/\/www.govdelivery.com\/resources\/events-webinars\/\">Creating a Culture of Testing: 30 Tests in 30 Minutes.<\/a><\/span><\/i><\/p>\n","button":""}}]}},"post_slider_clone":{"posts_slider_group":{"show_section":true,"posts_slider":[{"add_anchor":false,"anchor_name":"","background_color":"green","slider_subhead":"","slider_headline":"Discover More Blogs","slider_text":"","slider_type":"blog_posts","manual_resources":false,"slider_resource_tax":"recent","add_additional_filters":false,"department_filter":false,"market_filter":false,"outcome_filter":false,"product_filter":false,"region_filter":false,"solution_filter":false,"topic_filter":false,"slider_link":{"title":"View All Resources","url":"\/uk\/learning-center\/","target":""},"slider_link_icon":false}]}},"call_to_action":{"hide_call_to_action":false,"color":"red","custom_cta":false,"custom_subhead":"","custom_headline":"","custom_description":"","custom_link":null,"custom_image":false}},"_links":{"self":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/blog_posts\/40030","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/blog_posts"}],"about":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/types\/blog_posts"}],"author":[{"embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/users\/11"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/media\/40031"}],"wp:attachment":[{"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/media?parent=40030"}],"wp:term":[{"taxonomy":"resource_tax_market","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_market?post=40030"},{"taxonomy":"resource_tax_dept","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_dept?post=40030"},{"taxonomy":"resource_tax_type","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_type?post=40030"},{"taxonomy":"resource_tax_region","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_region?post=40030"},{"taxonomy":"resource_tax_outcomes","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_outcomes?post=40030"},{"taxonomy":"resource_tax_topic","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_topic?post=40030"},{"taxonomy":"resource_tax_products","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_products?post=40030"},{"taxonomy":"resource_tax_solutions","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_solutions?post=40030"},{"taxonomy":"resource_tax_services","embeddable":true,"href":"https:\/\/granicus.com\/uk\/wp-json\/wp\/v2\/resource_tax_services?post=40030"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}