In our previous article, Improve Your Marketing Strategies with A/B Testing in Odoo,we shared with you the story of Claudia, the Marketing Director of Piñata Life, a pastry supply manufacturing company. She discovered the need to conduct A/B tests for her marketing efforts and reviewed the basics of the Odoo 16 applications that offer this functionality.
Now, we want to share with you the key elements you should consider when planning and executing your A/B tests effectively, as well as the step-by-step process to implement them in your Odoo Email Marketing application.
Did you discover that you need to conduct an A/B test?
These are the specific elements you must consider to plan and execute your tests effectively.
During her analysis at Piñata Life, Claudia reviewed the different channels through which the company engages with customers and the types of elements that make up each one. Among these channels, she found the website, emails, and social media campaigns.
Then, she broke down the elements that make up each of the different messages, including text, images, videos, etc., considering each one as key element that impacts the effectiveness of her campaigns.
Analyze these four strategic elements to achieve meaningful results in your A/B tests:
Copywriting and style of the email body. Claudia discovered that although many people opened the emails from her campaigns, they were not making purchases or visiting the website. She found that the copywriting and style of the email body can have a significant impact on the conversion rate. She is now testing different designs, structures, colors, images, and element placements to determine which ones generate higher interaction and more conversions. Remember that the copywriting and style should be consistent with your brand identity and provide an intuitive and engaging user experience.
Call-to-action (CTA) text. Calls-to-action play a crucial role in persuading recipients of your Email Marketing campaigns to take a desired action, such as making a purchase or completing a form. Unfortunately, Piñata Life receives very little information through form submissions. This could be due to a variety of factors. Therefore, Claudia decided to test different texts, colors, sizes, and placements of the CTA buttons to determine which ones generate more clicks and conversions. She ensures that the CTAs are clear, compelling, and aligned with her marketing goals.
Email subject line. As mentioned before, Piñata Life conducts Email Marketing campaigns, so having an excellent subject line is crucial to achieving the expected open rate. The marketing team tests different subject lines that are attention-grabbing, personalized, and generate curiosity among their subscribers. This allows them to observe which subject lines generate a higher open rate and optimize their future emails based on those results.
Visual elements. Como empresa que se dedica a la manufactura de insumos de pastelería, Piñata life tiene muy claro que los colores e imágenes son fundamentales al momento de querer enganchar a su audiencia. Por ello, el equipo de marketing experimenta con diferentes elementos visuales para determinar cuáles atraen más la atención, generan mayor interés y conducen a una mayor participación. Además se aseguran de que las imágenes son de alta calidad, relevantes para su mensaje y están optimizadas para una carga rápida.
To achieve meaningful results in your A/B tests with these four strategic elements, you should change one variable at a time so that you can accurately identify which variable produces better results. Additionally, consider using an appropriate sample size to obtain reliable conclusions.
This is how you can conduct A/B tests from Odoo 16 using your Email Marketing module!
The Email Marketing module of Odoo allows you to efficiently manage and send email campaigns. This module also includes the functionality to conduct A/B tests, enabling you to optimize your campaigns and improve your results. All you need to do is follow these steps and put your persuasive skills into action.
Access the Odoo administration panel and navigate to the Email Marketing module.
In the main menu, select the "Campaigns" or "Templates" option, depending on whether you prefer to work with an existing campaign or create a new one.
Select the campaign or template in which you want to conduct the A/B test.
Modify the form according to your campaign goals. Remember that a good subject line in your email is essential for achieving desired conversions.
In the editor, make the necessary changes to the elements you want to test. You can modify the message content, design, CTAs, and other visual elements.
Remember that in Odoo, designing is as easy as dragging and dropping blocks, editing them, and modifying the content.
Once you have made the changes to the template, create a variant by enabling the option for A/B testing.
Fill out the form with the information for your test.
Define the sample size for each variant. You can choose a percentage of recipients who will receive the original version and another percentage for the variant. For example, 50% for each variant in an equal test.
Make the desired changes to the variant. You can test different approaches, such as a different email subject or an alternative design.
Save the A/B test configuration and activate the test to start sending the emails.
During the email sending process, the Odoo Email module will record data and performance metrics for each variant, such as open rates, click-through rates, and conversion rates.
Una vez que la prueba haya finalizado y hayas recopilado suficientes datos, podrás analizar los resultados y determinar qué variante fue más efectiva en función de tus objetivos.
During the email sending process, the Odoo Email module will record data and performance metrics for each variant, such as open rates, click-through rates, and conversion rates.
Based on the results of the test, you can implement the successful changes in your future email campaigns and continue optimizing your marketing strategies.
The Odoo 16 Email Marketing module provides you with the ability to perform A/B tests directly in your email campaigns, allowing you to identify which subjects, CTAs, images, timings, recipients, etc., work best according to your goals.
A/B testing in Odoo 16 is a powerful tool that allows you to make informed decisions and improve the effectiveness of your marketing strategies.
The ability to conduct A/B tests within Odoo 16 provides you with the opportunity to experiment and test different variables in your marketing campaigns, such as email body copy, CTA text, email subject lines, and visual elements. By analyzing the results of these tests, you can identify the variants that yield better conversion rates, higher open rates, or greater user engagement.
It is important to note that A/B testing is not just about conducting tests once, but rather an iterative process of continuous improvement. As you obtain results and learn from them, you can adjust your marketing strategies and run new tests to further optimize your campaigns.