The Kentico EMS: A/B and Multivariate Testing
The Kentico Enterprise Marketing Solution
(EMS) is an integrated customer experience management tool which empowers companies to implement real-time, customer centric marketing campaigns.
This post is one of a series examining the various different features of the EMS and how they can each be used to boost marketing and sales strategies and achieve great results. This post focuses on the A/B and Multivariate Testing modules.
What is A/B and Multivariate Testing?
A/B testing and Multivariate testing modules/tools within your website’s content management system will allow you to test different campaign landing pages to establish what works and what doesn't, leading to content optimisation
and an overall increase in conversions
By creating alternative campaign landing pages that display different copy, images, and call to actions, you will be able to see which formula performs best. As you carry out more tests and gain experience, you will begin to establish what works for your audience.
Use Within the Kentico EMS
Unlike other similar systems, the fully integrated A/B and Multivariate modules in the Kentico EMS require no external applications
and allow you to test, manage, analyse and test again without any technical knowledge or dependence on developers. This means that marketers have complete freedom
when managing the tests, allowing them to make amendments or create reports as and when they need to.
This means you can evaluate the results and identify your next course of action as it tracks the impact on user behaviour and enables you to use these insights to optimise your site's content with ease. The more insights you are able to garner, the more accuracy you will develop when creating future campaign assets.
Let’s Look At It In Action
We can provide some context using a fictional company called Protein Online. Protein Online have taken the health industry market in the UK by storm through their exclusive online distribution of various protein powders that cater to the needs of health and fitness-conscious people.
Protein Online want to know what type content works better for their campaign landing pages in general. The goal of the experiment is to evaluate whether people respond better to the community and supportive element of the brand
, or the credibility of using scientific evidence
along with how they can use the product in unison with other specially formulated products.
The first landing page includes success stories and links to forums and the recipe blog, which aims to demonstrate that Protein Online is also a community which supports real people with their fitness goals. The second landing page provides a lot of scientific knowledge with links to complimentary products. The content aims to showcase the brand as having scientific groundings, with carefully thought out products that will enhance individual's exercise and weight loss regimes.
They implement this test whilst running their 'New Year, New Me' campaign, as this is a big driver of traffic to the site every January. Users who click on links to the landing page through social media channels, Google AdWords, and email are divided equally between the alternative pages. Data gathered from their visits such as bounce rate, session duration, and conversion rates can be pulled together to provide a better understanding of what works for Protein Online's market.
Protein Online discover that their online audience responds better to the community focused landing page, and so in future will use that knowledge not only when designing future campaign pages, but also throughout their marketing strategy.
Read more about how Tellonline can provide your organisation with the Kentico EMS
Posted: 15/07/2016 16:00:05