Ideas for new A/B tests

Hi!

Today I’ll share some simple yet powerful test ideas.

For some of my clients, such tests made a huge difference, with up to a 20% uplift in initial revenue from the whole flow.

Let’s get started with some ideas for your A/B tests 👇

Probably one of the most neglected test ideas in Email Marketing.

Simple and yet powerful.

Try to test different timing in your Abandoned Cart and Welcome flows, specifically for the first 2 emails in the flow.

User attention span is getting shorter and shorter…

From my own experience, 5-minute and 10-minute delays worked the best for the first email in abandoned cart flow, but feel free to test it until you find that golden edge of timing.

The second test idea with the different timing:

Move on from the default 1-day delay between emails to ‘‘Delay until a specific time of the day’’.

Also applicable for Abandoned carts and Welcome flows.

See the screenshot below:

In the example above, I’ve set a 1-day delay + until a specific time of the day (7.15 PM).

Imagine that the user initiates checkout on Sunday morning, and the second abandoned cart email comes to him Monday morning when the user is at work and too distracted to read your email.

This is when such tests can make a huge difference.

But you should know your target audience quite well and what time works best for them.

If you’re using SMS marketing, this is the best way to make the most out of your email marketing campaign.

Schedule an email announcing a product sale at 18:00.

Then follow up with the users at 18:30 via SMS, and tell them that you have a huge sale right now via emails, ask them specifically to check inbox for [Brand Name], and create some fear of missing out [Ends tonight].

Don’t include any links in the SMS. Ask users to check their inbox.

This might spark an increase in sales even from older email campaigns.

If you don’t use SMS, then you can do the same with emails.

1. First email with HTML template announcing the sale.

2. The second email can be a plain text from the CEO.

💡 Important: Make sure to schedule such campaigns using a specific time zone by selecting the checkbox ‘‘Determine recipients at send time’’. This way, you won’t send a second campaign to those who already purchased; see the screenshot below:

Meme of the day: