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Luminary Tenets > E10 - Testing Campaigns and Assets > Flashcards

E10 - Testing Campaigns and Assets Flashcards

1
Q

What % of all strategic marketers use A/B testing to learn about customer behavior?

A

75%

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2
Q

what is the typical email survey response rate?

A

15%

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3
Q

What % of organizations believe email marketing ROI will increase?

A

64%

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4
Q

What is the first reason to test?

A

To identify customer behaviors.

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5
Q

What’s a good analogy for testing?

A

Photography - keep taking photos to get the best image possible.

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6
Q

What’s the second reason for testing?

A

Reveal actual vs. stated customer actions

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7
Q

True or false: Customer behaviors may differ from their stated preferences and opinions

A

True

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8
Q

What are 3 reasons surveys can be interpreted incorrectly?

A

1 - don’t reach enough of the intended targets; 2 - include questions that can be influential towards a desired outcome; 3 - include answers influenced by group behavior

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9
Q

What is the third reason to test?

A

Increase ROI and conversions

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10
Q

Testing emails this week will yield the best choice for what timeframe?

A

This week

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11
Q

What time based factors can affect test results?

A

Current events and approaching holidays.

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12
Q

What can be tested?

A

Any element in a campaign canvas.

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13
Q

Give 9 examples of things that can be tested

A

(1) CTA (2) Subject line (3) Copy (4) Conversion path (5) Button design (6) Form location (7) Offer (8) total redesign (9) images / icons

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14
Q

Name the 3 steps to test

A

(1) develop a plan (2) execute (3) measure

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15
Q

3 steps to develop a plan

A

(1) Baseline (2) Hypothesis (3) Methodology

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16
Q

3 steps to execute

A

(1) Assets (2) Campaign (3) Edits

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17
Q

3 steps to measure

A

(1) Analyze (2) Optimize (3) Repeat

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18
Q

What is the lesson from the test where a complex page resulted in a 38% increase in trial sign-ups?

A

Pretty does not always equal winner.

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19
Q

Where can you find use cases of A/B comparisons?

A

WhichTestWon.com

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20
Q

//delete after class//

A

User912 EPITECA Eloqua1 // next slide, 22

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21
Q

With every test you gain insights into customer’s behavior _____

A

for that period in time.

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22
Q

1 reason that comes back as a hurdle to slow testing is what?

A

Timing

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23
Q

Some test winners might result in more opens but less ___ or ___

A

clickthroughs or revenue.

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24
Q

If you’re wondering what you should be testing, go on Topliners and search for…

A

Email features to test

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25
Q

In the form test, which test won?

A

The version with more checkboxes instead of more text-based fields.

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26
Q

In a test with and without testimonials, what was the result?

A

The one with testimonials led to a 34% increase in sales.

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27
Q

What kind of campaign do you create to do an A/B email test?

A

Simple email campaign

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28
Q

What option do you choose for Type of campaign to do an A/B email test?

A

A/B Test

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29
Q

Where do you configure the parameters o the A/B test?

A

In step 4 of the simple campaign wizard.

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30
Q

What’s the default % to test on?

A

50%.

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31
Q

Best practice is to test on at least __% of your list

A

10%.

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32
Q

What parameters can you configure in an email A/B test?

A

Percentage to test, winning metric, testing time, whether to automatically send the winning version after test.

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33
Q

What winning metrics can you choose for an email A/B test?

A

Total opens, unique opens, total clicks, unique clicks, total conversions

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34
Q

Best practice testing time is…

A

at least 24-48 hours.

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35
Q

3 good in-depth reports include…

A

Email Analysis Overview Report, Form Submission Overview Report, and Landing Page Activity for Date Range Report

36
Q

When looking at your metrics, don’t forget to look at the….

A

big picture.

37
Q

Form Submission Overview - what metrics does this report measure?

A

Submissions, Conversions Views and Abandonmnet

38
Q

What things would you test by looking at the landing page overview report?

A

Form position, banner, layout

39
Q

//slide 37//

A

//slide 37//

40
Q

What should you use Eloqua as?

A

A reusable testing environment.

41
Q

What should you test?

A

As many features as possible – and measure results.

42
Q

Can you use an A/B test only with a simple campaign or can you send the winner back into a multi-step campaign?

A

You can send the winner back into a multi-step campaign, but you have to do it manually.

43
Q

What campaign workflow steps can you test?

A

Segments, filters, assets, decision steps

44
Q

True or false? you should copy a Campaign Canvas before testing a workflow.

A

True.

45
Q

Why copy a campaign for testing?

A

Because you can run a separate report on your testing campaign.

46
Q

Where can you decide not to sync a campaign with CRM?

A

Campaign settings.

47
Q

What are the 6 elements on a QA campaign testing checklist?

A

Copy campaign, shorten wait steps and evaluation periods, create segment of QA testers, run test, make edits, save and activate.

48
Q

Who should you send your tests to in a QA segment? - step 1

A
  1. Myself. It’s fine, but not optimal because only one test case.
49
Q

Who should you send your tests to in a QA segment? - step 2

A
  1. Free email accounts for testing.
50
Q

Who should you send your tests to in a QA segment? - step 3

A
  1. Internal global contacts
51
Q

What are some workflow issues you might find in a QA campaign test?

A

Incorrect links, email fails to send, repeat emails, emails sent at wrong time

52
Q

Also not to be forgotten when thinking about timing in QA testing.

A

you have the ability to control timing on your email scheduling.

53
Q

If you’re going to do repeat testing, what should you remember to do?

A

Allow email to be sent to recipients more than once, and allow contacts to enter the campaign more than once.

54
Q

What are 9 triggers that can be used for dynamic content?

A

1 - Purchase, 2 - renewal, 3 - webinar registration, 4 - location, 5 - birth date, 6 - survey submit, 7 - title, 8 - sequence, 9 - custom

55
Q

Pro’s of dynamic content

A

Increased loyalty, higher conversion rates

56
Q

Cons and/or needs of dynamic content

A

Limited reporting, requires clean data, needs analysis

57
Q

What can you control?

A

Campaigns, campaign workflow, assets

58
Q

What don’t you control?

A

Email programs, web browsers, mobile browsers.

59
Q

How can you test assets in different browsers?

A

ARE font differences acceptable?

60
Q

What should you look for in mobile?

A

Fonts, Content order

61
Q

What should you look for when testing email services?

A

broken image links

62
Q

What should you test in form submissions?

A

Does the button lead to the correct form? When you fill it out, does the information go to the right place?

63
Q

//may have missed some of the testing before slide 61

A

//slide 61 - look out to test

64
Q

To do a test send, what should you do?

A

From Email Easy Editor, choose Gear menu, and select Test Content and Deliverability.

65
Q

Should you ever prepopulate forms with a default value?

A

No.

66
Q

Key Point #1 for testing a campaign

A

Create a contacts list for testing.

67
Q

Key Point #2 for testing a campaign

A

Test every asset

68
Q

Key Point #3 for testing a campaign

A

Test dynamic content

69
Q

What do embarrassing mistakes cause?

A

Brand dilution.

70
Q

What are some reasons to edit an active campaign?

A

Contacts, Current Events, Team Members

71
Q

REasons for adding and moving contacts

A

Stuck in step, requests to add individuals (from sales or customers)

72
Q

Why add segments instead of adding copy campaigns?

A

Unified reporting, less work, more organized campaign area.

73
Q

Keep in mind when deactivating campaigns…

A

Overlapping campaigns, pausing during deactivation, resend option checkbox

74
Q

Eloqua’s default is to send emails how many times?

A

Only once.

75
Q

When a campaign is reactivated, when should campaign steps be?

A

In the future.

76
Q

4 steps to deactivate capaign

A

Open, deactivate, make changes, save and reactivate

77
Q

If you add additional segments to a campaign, best practice is to…

A

feed it into a wait step before the email, not directly into an email.

78
Q

Why feed additional segments into a wait step before the email?

A

In case there is a technological hiccup preventing them from getting the email.

79
Q

What do you do with soft bouncebacks?

A

Analyze them!

80
Q

How can you take care of soft bouncebacks at the campaign level?

A

Use the email Routing tab to automatically route contacts excluded from email send to a wait step. Then you can add to a shared list, analyze, re-send, etc.

81
Q

Reactivating - 4 steps.

A

(1) Check dates on campaign canvas AND emails (2) Check contacts (3) Add segments to wait steps (4) Check the resend box.

82
Q

How many emails were sent out by marketers in 2013?

A

over 838 billion emails

83
Q

What can you search for in Topliners for more info?

A

Testing

84
Q

What QuickCasts can you watch for help with adding contacts to campaign canvas and moving contacts in the campaign canvas?

A

Adding a Contact to the Campaign Canvas and Moving Contacts in the Campaign Canvas within Eloqua University

85
Q

(further reference)

A

http://docs.oracle.com/cloud/latest/marketingcs_gs/OMCAA/index.html#Help/SimpleEmailCampaigns/Tasks/CreatingSimpleEmailCampaigns.htm

86
Q

What should you look for when testing mobile email services?

A

Broken text links

Luminary Tenets (29 decks)

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