High Leverage A/B Testing in Ecommerce Email Marketing

Hey it’s Max from The Inbox Newsletter.

Today we’re talking about A/B testing.

Most brands make one of two mistakes with their AB testing…

Mistake #1: They don’t test enough…

Mistake #2: They test the wrong stuff.

Many brands / agencies will change a subject line or button color and call it “optimization.”

The problem is that those kinds of micro-tests rarely make a dent in your bottom line.

If you want to grow fast, you have to test the big stuff.

The changes that can swing revenue by double digits overnight and affect whether or not a customer buys.

Today I’m sharing 7 recent A/B tests we ran for clients that had a real impact on their results.

Test #1: Product Section Content

Top: Product section included bullet points of product features and benefits

Bottom: Product section included a single, passionate testimonial about the product.

Testimonials resulted in 42% higher placed orders… social proof for the win!

Test #2: Send Times

Top: 12pm send time

Bottom: 5pm send time

For this audience it seems that later in the day massively outperforms earlier in the day… resulting in almost double the clicks and placed orders!

Test #3: Abandoned Cart Email #1 Content Test

Top: Simply showing the abandoned cart and saying the customer forgot something

Bottom: Adding icons about shipping info and social proof + information about the brand

It looks like adding in more information and handling objections in your abandonment emails is really important!

Minimal impact on click rate but HUGE impact on conversions… 42% higher conversion rate

Test #4: Pop-Up Form Offer

Top: $5 OFF (“Sign up for $5 OFF”)

Bottom: Mystery Discount (“Sign up for a mystery discount” and they are given $5 OFF)

One of my favorite tests to run…

This brand was skeptical about the mystery discount and wanted the brand to be more straightforward. But he was open to testing.

The results of 15% increase in opt-ins and 150% increase in placed orders changed his mind!

Test #5: Showing Prices of Products

Top: Showing the prices of all products in the email

Bottom: Hiding prices and just showing the product

For this brand, showing prices resulted in 63% higher clicks and 67% higher placed orders. Will need to test more to be conclusive on these results.

No need to gate keep pricing, customers want to know!

Test #6: Plain Text vs Branded Text Email

Top: Plain text email… no logos, no footer, just text that shows up like a friend sent you an email

Bottom: Branded plain text email. Same copy but logo image at the top and a designed footer.

Plain text for the win! Keeping things simple and personal resulted in 63% more clicks and 76% higher placed order rate!

Test #7: Winback Email 20% OFF vs $16.42 in Store Credit

Top: Plain text email giving 20% OFF to customers with a

Bottom: Plain text email giving $16.42 of store credit

Interesting one here with crazy results! Being oddly specific with a discount and making it framed as “Store Credit” resulted in 5.8x higher click rate and 10x higher placed orders!

(Much lower AOV on store credit email… it may be smart to add a minimum order threshold such as $45)

Do Testing Right!

We don’t just test to say we’re testing.

We are strategizing and running high-leverage levers that directly impact revenue.

Run enough of them, stack the winners, and your email channel becomes a compounding growth machine.

If you want a team running these kinds of experiments for you every week and not just “managing” your emails… book a free strategy call with us.

We’ll show you exactly what we’d test first for your brand and give you a roadmap to start driving more orders immediately.

Book a call here »

Email Inspiration Of The Day

Brand:
Cymbiotika

Email Design:
https://drive.google.com/file/d/1dhrx1cWR9977pc6tjQa6_jwhnNDvRFpN/view?usp=sharing

Notes:
Great angle and email here. I love any supplement brand that does a “what to expect” email.

It’s a great way to nurture into a purchase and display your benefits + how long it takes to get them.

Template of The Day

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Helpful Links Of The Day

• Psychology trick used by brands to get you to buy

• 5 email “ah’ha” moments of mine resulting in $100M in sales

• Send this email to make more money tmr!

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you run a 7-9 figure ecommerce brand and you want to have a free email strategy consultation, book a call here »

PPS - I have a few different products you can buy. If you purchase any one of these products you get access to my private community of 1500+ members with daily posts from me, access to me for support 24/7, and private calls.

• Ecommerce Email Mastery: A 60 lesson course breaking down everything you need to know about ecommerce email marketing in the most concise and organized manner. learn more »

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