A/B Test Marketo, also known as split testing, is an indispensable technique for improving marketing campaign performance. By testing two versions of an email, landing page, ad, or other marketing asset against each other, marketers can determine which version is most effective at driving conversions, engagement, or other desired actions. This data-driven approach enables decision-making based on statistical evidence rather than assumptions or guesswork. For marketers using Marketo to power their campaigns, the platform’s robust A/B testing capabilities make optimization simple and accessible. This guide will explore how to leverage Marketo’s features to conduct high-impact A/B tests.
Introduction to A/B Testing in Marketo
A/B testing involves showing one group of recipients Version A of a marketing asset, while another group views Version B. By comparing the results between these groups, it becomes clear which version leads to better outcomes. The basic principles of A/B testing apply across channels from email and landing pages to social media posts. In the context of Marketo and email marketing, some key advantages include:
Identifying the Highest-Converting Variations: A/B testing is the best method for determining which email subject line, preview text, layout, call-to-action, or content resonates most with your subscribers.
Increasing Engagement and Conversion Rates: By testing and optimizing elements in your emails, you will uncover optimizations both large and small to boost opens, clicks, shares, and subscriptions over time.
Informing Future Marketing Strategies: The lessons from each A/B test shape your intuitive understanding of your audience. With time, your optimization skills improve dramatically.
Marketo’s A/B testing tool provides a user-friendly way to conduct these tests directly within campaigns and programs. Everything from setup to sending to analyzing results can be achieved in the familiar Marketo interface. As part of the platform’s broader set of optimization and personalization capabilities, tests can target specific segments and integrate with other channels. The sections below outline exactly how to tap into this functionality.
Understanding Marketo’s A/B Testing Features
Marketo enables both email and landing page A/B testing with flexible options to meet diverse testing needs. Key capabilities include:
- Email and Landing Page Testing: Test two versions of an email or landing page by assigning a portion of recipients to each version. All test details and results are captured within Marketo.
- Subject Line and Content Testing: Isolate specific elements like subject lines or body content in your A/B test. This helps determine the highest converting version of that element.
- Conversion Testing: Compare the performance of Version A and Version B based on opens, clicks, unsubscribes or any other metric, including conversions on your website or sales in your CRM system.
- Statistical Significance: Marketo’s advanced analytics determine if the difference between versions is statistically significant, not just random noise. This validates the “winning” variation.
- Simple Setup: Creating an A/B test only takes a few clicks, with no IT help required. Marketo’s tools make it accessible for any marketer.
- Segmentation: Target A/B tests to specific subscriber segments to personalize testing. The winning variation can then be sent to the entire audience or only the target segment.
With these capabilities in mind, the key to executing impactful A/B tests is developing a strong methodology tailored to your unique business goals. The next sections explore best practices and step-by-step guidance for conducting optimized tests.
Executing A/B Tests in Marketo
The first step in conducting an A/B test is determining your desired outcome. Do you want to boost click rates, increase conversions, or reduce unsubscribes? Establish a clear objective, including any key performance indicators, at the outset to analyze your results effectively.
Next, decide which element will be tested by formulating your test hypothesis. For example, that Version B of your confirmation email will generate more clicks than Version A. Be sure to only change one variable between versions to isolate its impact.
When ready, follow the steps below to set up your A/B test in Marketo:
Step 1: Select Your Test Audience
Determine which group of contacts will participate in the test. You may:
- Test with all email subscribers
- Limit it to specific segments
- Set fixed sample sizes for Version A and Version B
Step 2: Choose the Test Variable
Decide which asset element should differ between versions:
- Subject line
- Preview text
- Email content
- Call to action
- Landing page design
- Form fields
- Images
- Offers
Step 3: Set Up the Test
Create two copies of the marketing asset, modifying only the predetermined variable. Name them clearly (i.e. “Confirmation Email A” and “Confirmation Email B”).
Step 4: Configure the A/B Test
In the Marketo email program connected to the asset, click “AB Test.” Assign the two asset versions to Group A and Group B. Set distribution percentages (i.e. 50% each version).
Step 5: Send the Emails
Preview and test the emails then schedule them to send. Recipients will be randomly divided between Version A and Version B.
Be sure to schedule the emails at a time expected to achieve above average engagement. Send at least 1,000 emails total to achieve statistical significance. Monitor performance regularly within your Marketo analytics.
Now that the test is launched, the next critical step is properly interpreting the results.
Analyzing A/B Test Results
Once your A/B test emails have been delivered and results gathered over the desired test period, dive into the outcome analysis within Marketo’s AB Test tool. While a single metric may stand out immediately—Version B drove 10x more clicks!—resist the urge to declare a winner prematurely. Rigorously examine all key metrics, including:
- Opens: Did one variation have a higher open rate? By how much? Is it statistically significant?
- Clicks: Which email earned more clicks on links/buttons? Was the difference major or minor?
- Bounces: Did soft or hard bounces skew results unfairly?
- Unsubscribes: Did one variation lead people to unsubscribe at a higher rate?
- Engagement Duration: How long did recipients engage with each email?
- Conversions: Ultimately, which email led to more conversions on your site or sales in CRM?
Evaluating all metrics in context gives a comprehensive picture of email effectiveness. If opens were equal but Version B had twice the click-through rate, it likely is the clear winner. However, if Version A sent 10x as many people to complete a conversion, the additional clicks hold less meaning.
Dig deeper into the numbers to confirm statistical confidence. Marketo helps by calculating the probability that results stemmed from the change, not just random chance. This ensures the “winning” variation’s advantage is genuinely significant, not negligible variance. If significance is low, consider running the test longer or with a larger sample.
Armed with these insights, definitively declare the winning variation and expand the email to your full subscriber base. However, don’t stop here—continue monitoring performance over time to confirm the optimization sticks.
Advanced A/B Testing Strategies in Marketo
The essentials covered above provide a primer for executing A/B tests that boost campaign metrics. But marketers can also employ more advanced, large-scale testing methodologies using Marketo’s tools:
- Test Multiple Email Elements: Rather than varying just the subject line or main content, create 4+ variants testing different aspects like preview text, images, sender details, calls to action, etc. Evaluate all combinations to determine the objectively best-performing email.
- Snippets for Mass Testing: Create saved snippets of content, offers or images. Test each snippet extensively using A/B testing to see which version of each element performs best. Insert the winning snippets into future emails to cumulatively optimize performance.
- Send-Time Optimization: Use A/B testing to determine the optimal day and time to send your campaigns based on historical analytics. Confirm if weekdays or weekends, morning or night produce better engagement for each audience.
- Testing Cadence: Gain insight on the ideal frequency for sending certain campaign types so performance remains consistent. Test sending a nurture track weekly versus daily or mothly to gauge impact.
- Optimizing Tokens: Dynamic content powered by tokens can be tested just like static elements. Evaluate which personalized elements your subscribers respond to best.
- Informing Strategy: Beyond tactical tests focused on short-term gains, use A/B testing insights to guide broader decisions around audience segmentation, campaign targeting and budget allocation across programs and channels.
A/B testing fuels a culture of optimization, empowering marketers to continually experiment and improve based on audience data. Marketo provides the capabilities to do so quickly and effectively.
Conclusion
A/B testing is indispensable for boosting marketing campaign performance, but only when executed deliberately using trusted platforms like Marketo. Defining clear hypotheses, thoughtful test design, advanced analytics, and compelling insights are all requisite to running high-impact split tests and guiding future strategy. Marketo’s user-friendly tools simplify these best practices so any marketer can leverage A/B testing regardless of technical expertise. In total, this guide covered:
- Introducing A/B Testing: A technique to systematically test and compare marketing campaign variations to determine the best-performing options based on real audience data.
- Marketo’s Testing Capabilities: Flexible features to A/B testing both email and landing pages using segmentation and statistical analysis.
- Conducting Optimized Tests: Step-by-step guidance to planning and executing rigorous split tests, from objectives to sending to results.
- Analyzing Tests in Context: Methodologies for holistic evaluation based on key metrics and statistical significance to accurately declare winners.
- Advanced Testing Strategies: Going beyond basic testing to inform sophisticated, large-scale optimization.
A/B testing represents a true ongoing process, not a one-time initiative. The insights unlocked today should inform the next iteration of creative testing tomorrow. Maintaining this cycle of continuous optimization will enable you to engage audience members with exactly what compels them into action. Marketo provides both the platform and guidance to achieve this high-converting future for your marketing campaigns.