Identify the best offer using A/B Testing in Unica Interact
Every marketer aims to achieve better click rates, easy conversions, reduce the churn rate, and create a memorable experience for their customers. To accomplish it, the decisions they take while sending out emails, designing CTAs, landing pages, and even sending out offers should be inline with the customer they are targeting. To avoid the assumptions of what shall work and what won't, A/B testing, also known as split testing, is the marketing technique that utilizes two versions of the webpage, application, offers, email, or any other marketing asset to analyze and understand which one performs better. A/B testing is essential as different customers may react differently to varied situations. For example, some might want the 'Buy Now' button in the center of the page, and others might like on the bottom right corner. But which one of them leads to the most conversions? Is the answer that A/B testing can provide. How A/B Testing works in Interact? In Interact, an A/B Testing is a test done for a treatment rule with all its properties fixed, but only one parameter varies. In 12.1, this parameter is a combination of offer and its offer attributes. In an A/B testing of a rule, each varying parameter represents one branch with audience distribution percentage. Depending on the response of the Audience for an Offer in a set Test Period, you can choose the best suitable offer for that treatment rule. Set up A/B Testing for Treatment Rule A new option A/B, is added to the Rule menu; you can directly land to A/B Testing pane by using it. On A/B Testing tab, you can enable A/B Test for a Rule by selecting Enabled Check Box. After enabling the A/B Test for a Rule, a Default branch will be added by copying details from the...