A/B Testing: The difference one line can make

by Ros Hodgekiss
Many reasonable folks out there spend a lot of time and frustration in the search for the ‘perfect’ call-to-action. The good news is that with A/B testing, you can chose two suitable one-liners, then let the crowd decide which is their favorite!

If you’re curious about the difference one line can make when it comes to the responsiveness of your emails, here’s a quick example. We launched a survey amongst a group of active customers, to help us prioritize improvements to our app this year. As we were keen to receive as many responses as possible, we ran an A/B test using two versions of our survey email. Each email contained a different text-link to the survey, so we determined the winner based on which link received the most clicks. Read more…