3 A/B tests to boost your performance in Marketo Engage

James T Fletcher
CEO, Principal Consultant

9/11/2021

Marketers need to be creating content with powerful imagery or videos and a CTA that resonates with the audience, especially in a fast-moving competitive online environment

That’s where A/B testing comes in – or ‘Champion Challenger’ as it’s called in the Marketo world.

In short, A/B testing is a tried and tested method based on data that allows you to compare two versions of something to work out which one is performing better. It can be used to evaluate everything – right from website design to headline titles and even font type. 

Here are three of our go-to A/B test examples to boost your marketing performance on Marketo Engage – as found in our training program

1. mail A/B Testing

With nearly 800 billion emails being sent every day – inbox competition is real. 

Changing something simple such as the subject line, call to action button or length of the email can improve open rates, click-throughs or conversions. 

Watch this video Demo: Using an Email Send for an A/B Test to try out A/B testing on emails for yourself.

2. Landing page A/B testing

Landing pages are often the first impression of a company after clicking through on a link and well, first impressions count.

Altering the layout, text length or CTA can make a big difference on the onward journey the customer decides to take. 

Watch this video Demo: A/B testing landing pages in Marketo to improve conversions from landing pages. 

3. A/B testing on program types

You may also choose to A/B test the different program types against each other i.e. a live event versus on demand event to see what gets most traction with your audience.

See it in action in this demo; A/B testing on other program types

Top tips for successful A/B testing

  1. Always test with a clear question or hypothesis in mind. Why are you testing?
  2. Be patient – don’t be too eager to act on the first results you get. The data could change dramatically once the testing has run its course – lots of variants will be involved in the process after all. 
  3. Test one element at a time – otherwise you won’t know which element was responsible for the success 
  4. Keep it simple. Don’t try to look at too many metrics all at once. Trying to analyse too much data will only make things more confusing.
  5. Send to a big enough audience – large enough to see a clear difference in performance.
  6. Repeat tests – keeping the test conditions consistent, don’t start changing the day and time of tests as this could affect results.

Remember – the online world moves fast. 

Don’t get too hung up on results – if something didn’t work so well, revert back to the previous version or try something new next time. Try to make A/B testing a regular part of your marketing strategy to continue an improved performance level.