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Our marketing team in Wellington is well-versed in A/B testing text elements like subject lines and CTAs in email campaigns. Now, we are keen on stepping up our game by experimenting with image testing. What are the best practices for this? Should we focus on testing significant differences in concepts or smaller variations like background colors within the same image? Additionally, which metric holds more weight in determining the winning image – the click-rate on the image itself or the overall email conversion rate?
A great inquiry! Transitioning to testing creative elements signals an advanced stage in email marketing strategy.
In order to conduct effective A/B testing on images within emails, it is crucial to isolate the image as the sole variable. The recommended approach is to begin with high-contrast tests, such as comparing a lifestyle image against a simple product shot, and evaluate the impact on the email’s primary objective, typically the click-through rate of the main call-to-action.
The objective of the test is not solely to identify which image garners more clicks but to comprehend which type of image better prompts your audience to engage in the desired action.
First and foremost, it is essential to isolate the variable. To obtain significant test results, version A and version B of your email should differ only in the image being tested. Elements like the subject line, preview text, all body content, and the call-to-action button must remain identical in both versions. Altering more than one element will obscure the actual cause of any performance change.
Commence with substantial, conceptual tests rather than minor adjustments. Prior to experimenting with background color changes, fundamental hypotheses should be tested. For instance, compare a clean product image on a white background with a vibrant lifestyle image featuring the product in use. Test an image showcasing a person’s face against one without any individuals. These high-contrast tests provide clear, directional insights into which creative style resonates with your audience.
Regarding measuring the winning image, the primary metric of importance is usually the click-through rate on the primary call-to-action button. While clicks on the image itself are noteworthy, the primary purpose of the image is to support the main email goal. Understanding which image was more compelling in encouraging recipients to click ‘Shop Now’ or ‘Learn More’ is crucial.
Lastly, remember that the outcomes of these email tests can influence your entire content strategy. If you identify that lifestyle images double your email click-through rate, it serves as a robust indication to experiment with similar image and video creative styles in your social media advertisements and website content.
Best regards,
Sean
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