AB Testing at tesco mobile
Anyone within the digital world can testifier to the importance of AB testing. Digital is an incredibly lucky world where you can get real world data. As appose to ATL metrics which can be seen as a bit “fluffy”.
The below is a creatives ABC test I performed on the Samsung sale going on at Tesco Mobile. This test was performed over our paid display for prospecting customers
THE CREATIVES
STICKING TO WHAT WE KNOW
This style, with just the product , along with the yellow & white value tiles is very much how the sales and promotions had always been represented, this is what I was challenging.
CLICK BAIT
I decided to remove all product and just lead with our Samsung Sale lock up that had been created. I predicted this would intrigue consumers in to what this sale was. But also that could lead to high bounce rates due to not stating the nature of the Samsung product.
PEACOCKING
This one was my favorite. It contained the classic sale ping that consumers are familiar with, our yellow value tiles and the products were looking vibrant. This for me was the most eye catching. With the nanoseconds have to grab attention, I thought surely this would be the winner.
The results
Impressions will vary as we were still serving them on an optimised bases. As you can see by the results, Ping was the consumers favourite. People were more likely to explore the site & create more dwell time. As well as the bounce rate being the lowest out of the 3 display ads- which was not my original prediction. This ad also generated 7 times more sales than the others combined. I think there’s something consumers really resonate with when it comes to a red sale ping. I think it creates excitement that they want to be a part of.
The colourful range ad coming in second, but I was still happy with its performance. As the overall idea of this test was to encourage us to step out of our comfort zone with display design. Which it ultimately proved by leaving ol’ faithful in last place