With the test scenario function in Engage you can perform multivariate tests by splitting a segment into sample groups.
Compared to an A/B test, test scenarios offer a way to send out multiple versions of an email, SMS or QR code, and thus test multiple different factors. A test scenario also needs to be monitored manually.
Here are some examples of what you can do:
- Alter content and tonality in messages
- Compare different send-out times
- Test the conversion rates of different discount rates
- Try different communication channels for a campaign
- Perform multivariate tests including multiple email versions
The test scenario groups are randomly selected, and you decide on the size of them (as long as they add up to a total of 100 percent). Once you’ve created a test scenario, no other contacts will be included. It is, in other words, static.
Equally sized groups
Groups of equal size are often easier to analyze and can for example be used if you want to test different types of promotions. This can give you useful insights on how to get customers in a specific segment to react and buy. Example:
|Group A||25 %||Get 10 % off|
|Group B||25 %||Buy 3 for 2|
|Group C||25 %||Free delivery|
|Group D||25 %||Buy 1 and get a secret gift|
Unequally sized groups
Groups that vary in size can be relevant if you, for instance, want to manually perform an A/B/C test and send out three different types of content to three small groups from the same segment, analyze sales/open rate/click rate, and then send the final and best performing communication to the larger group. Example:
|Group A||10 %||Content idea 1|
|Group B||10 %||Content idea 2|
|Group C||10 %||Content idea 3|
|Group D||70 %||The version that resulted in the highest open rate|
To read about how to create test scenarios, click here.