Optimizely makes it easy for customers to turn their data into action (we even developed a revolutionary approach to statistics for experience optimization). But you don’t have to be a statistician or an analyst to effectively measure your campaigns. The simplest, way to measure a campaign’s impact is to use A/B testing. If you haven’t tried A/B testing on your marketing campaigns, I cannot recommend it enough.
I ran a split test on a customer nurture program and increased platform engagement by 10% within 30 days. Here's an overview of the customer nurture test, I hope it inspires you to get curious about testing!
I collaborated with the Optimizely Education team to determine how to increase product engagement with our new self-service customers. We knew that a customer was less likely to churn if they logged in multiple times within the first 30 days. We designed a customer nurture program to educate these new customers on various features and resources Optimizely had to offer. Our hunch was that by providing focused material to our new customers, they would be more inspired to use our product.
Our hypothesis*: if we send our self-service customers a series of resource rich emails encouraging them to test, they will be more likely to engage with our Testing solution. There are a lot of psychological barriers to get started with testing, and our customers may not know where to start.
The program contained 8 emails, bucketed into three offer categories: Resource, Sell, or Feature. CTAs included: an ebook on building a data driven team, a how-to guide for setting up a goal in Optimizely, and a list of popular testing ideas.
We held back 50% of our self-service customers from receiving this nurture (if you want to know how we implemented this test in Marketo, here’s a how to guide). After 30 days, we already saw positive results! We tracked multiple activities, and measured significant impact with Optimizely logins and dashboard views. Within 30 days we saw a 9% increase in logins. Because of this result, we pushed the nurture program to 100% of our self-serve customers.
*If you don’t know how to set up a hypothesis, Shana Rusonis wrote a great blog post on this.