A/B Testing
An overview of A/B Testing and steps to create an A/B Test using Lemnisk Marketing Automation Platform.
A/B testing allows you to test the effectiveness of the channels in your campaign. Let's say, a company wants to target users and generate leads through its marketing campaigns. So, the campaign is set with a Segment with multiple channels to identify the targeted users. Every user engages with 5 different channels. You can analyze the performance of your campaign with A/B Testing. The marketer will collect different experiences and check individual engagement stats to know the campaign's performance.
For an A/B Test to run perfectly, Lemnisk recommends you have a large audience size of at least 10,000 users.
Create an A/B Test
Step 1: Create an A/B Test
Go to Campaigns > Segments
Select the Segment
Select the Channel
Click on A/B Testing in the list of Engagements
Click on Create A/B Test
Step 2: Add General details
Test Name (mandatory): Enter a name for the A/B test. It should range from 6-25 characters.
Test Description (mandatory): Give a brief description of the A/B test. It should range from 6-25 characters.
A/B testing can be done on every channel of each segment. But, you must activate at least 2 engagements with a large audience before creating an A/B Test.
Step 3: Split the audience Enter the audience ratio of each active engagement.
All the active engagements for that segment will be considered for the A/B test. The aggregate audience split ratio must be equal to 100%.
For a detailed explanation of the steps discussed above, please refer to this video:
Performance of A/B Test
After creating the A/B test, you can track the results to determine which A/B test is performing better and which campaigns are generating the highest conversion rate. Lemnisk Marketing Automation platform provides you with this feature that will give you actionable insights and based on the insights you may choose to pause the campaigns which are proving ineffective.
To check the performance of an A/B test, click on the Performance button on the right of A/B Testing list.
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