Remember how excited you were about testing sitting around the conference table? Yea I know, now it’s real work but a little elbow grease will yield good, actionable results so stick it out.
At this point you have a good feel for what your assumptions are…will the blue CTA win out? Will the text-only email perform better than an image-heavy version? Take bets and make some guesses. The only way to find out is to let it go then sit back and wait. Here comes the least popular thing you can tell a marketer…one test doesn’t give you all the answers. You want to drive results right? This is all about conversions and what does best so you have to know whether or not you have significant results. No, it’s not as simple as saying email A got an 8% open rate and email B got a 9% open rate so BOOM email B worked! It’s a little more than that. Some marketers are lucky enough to work with statisticians on staff, but that’s a rarity. So how do you decide something is significant? Math of course (scary, I know). In textbook terms you need to run significance testing. Good news, there are calculators online for that! Bad news, you still have to know things to be able to use them effectively. So before I point you to the calculator here’s what you need to know: