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How can A/B testing improve your CRM communication?

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A/B testing is a powerful method to optimize your CRM communication and increase your engagement, conversion, and retention rates. It involves comparing two or more versions of a message, such as an email, a landing page, or a chatbot, and measuring how they perform on different metrics, such as open rate, click-through rate, or satisfaction score. By using A/B testing, you can find out what works best for your audience and improve your CRM communication strategy based on data-driven insights. In this article, we will explain how you can use A/B testing to improve your CRM communication in four steps.

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Keynes Austin

SAP CX Transformation Expert | Awarded for client impact at IBM | 5X Certified | Driving Business Success by Maximizing…
Yash Choudhary

Customer Success @ videoSDK.live | Ex-Founder

1 Define your goal and hypothesis

The first step of A/B testing is to define your goal and hypothesis. Your goal is what you want to achieve with your CRM communication, such as increasing sales, reducing churn, or building loyalty. Your hypothesis is what you think will help you achieve your goal, such as changing the subject line, the tone, or the call to action of your message. For example, your goal might be to increase the conversion rate of your email campaign, and your hypothesis might be that adding a personalized greeting will boost the response rate.

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Jeff Schell

Sales Executive | 17+ years in B2B sales | Results driven | Customer and Relationship centric | Nothing is impossible with the right mindset!
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A/B testing works wonders, but comparing messaging is only effective if your CRM can track open/read/clicked actives. In my experience testing an email, say, with different but similar messages and the same subject line will allow you to measure how well the message lands by comparing both versions’ read rates and reply rates are and then choose the message that did the best and continue on with that one. Same works for subject lines as well. This can also be used with voicemail scripts, or call scripts.

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Sahar Jamal

PowerBI Mentor | MS Certified Data Analyst| SQL | FIGMA | Python | Statistics
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A/B testing improves your CRM communication by helping you discover what resonates best with your customers. This can lead to better overall engagement. A/B testing is popular because using this method, you can make decisions based on data rather than assumptions.

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2 Choose your variables and segments

The next step of A/B testing is to choose your variables and segments. Your variables are the elements of your message that you want to test, such as the headline, the image, the copy, or the layout. Your segments are the groups of recipients that you want to compare, such as the gender, the location, or the behavior of your audience. For example, you might want to test whether a short or a long headline works better for your male and female customers in different regions.

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Keynes Austin

SAP CX Transformation Expert | Awarded for client impact at IBM | 5X Certified | Driving Business Success by Maximizing ROI on IT Investments
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Selecting the right variables and segments is a fundamental step in optimizing the effectiveness of marketing campaigns and personalizing customer interactions. The emphasis on variables like headlines, images, copy, and layout is essential as these elements often play a significant role in driving customer engagement and conversion. Additionally, the mention of segments, such as gender, location, and behavior, aligns with the principle of segmenting your audience for more targeted testing. This can help organizations tailor their content and strategies to different customer groups, ultimately leading to better customer experiences and improved results.

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3 Run your test and collect data

The third step of A/B testing is to run your test and collect data. You need to create and send your different versions of your message to your segments and track their performance on your chosen metrics. You can use various tools and platforms to conduct and manage your A/B tests, such as your CRM software, your email service provider, or your analytics software. For example, you might use your CRM software to create and send two versions of your email with different headlines to your segments and use your analytics software to measure their open rate and click-through rate.

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4 Analyze your results and implement changes

The final step of A/B testing is to analyze your results and implement changes. You need to compare the performance of your different versions of your message and determine which one performed better on your goal and hypothesis. You also need to consider other factors that might have influenced your results, such as the sample size, the timing, or the external events. Based on your analysis, you can decide whether to implement the winning version of your message or to run more tests to refine your CRM communication. For example, you might find out that the short headline performed better for your male customers in region A, but the long headline performed better for your female customers in region B, and decide to tailor your headline according to your segments.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Yash Choudhary

Customer Success @ videoSDK.live | Ex-Founder
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A/B testing, also known as split testing, is a common practice in Customer Relationship Management (CRM) that allows organisations to compare two or more variations of a marketing or communication campaign to determine which one performs better in terms of achieving specific goals. This is used to optimise and improve the effectiveness of CRM strategies by testing various elements and variables. If done right, A/B testing with the correct analysis and metrics capture can prove product hypothesis within a small group, and help save a huge amount of engineering bandwidth and company resources.

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How can A/B testing improve your CRM communication?

1

2

3

4

5

1 Define your goal and hypothesis

2 Choose your variables and segments

3 Run your test and collect data

4 Analyze your results and implement changes

5 Here’s what else to consider

Customer Relationship Management (CRM)

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How can A/B testing improve your CRM communication?

1

2

3

4

5

1 Define your goal and hypothesis

2 Choose your variables and segments

3 Run your test and collect data

4 Analyze your results and implement changes

5 Here’s what else to consider

Customer Relationship Management (CRM)

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