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Question 208 - Certified Marketing Cloud Account Engagement Specialist discussion

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A marketing user wants to test two similar versions of an email to see which one performs better.

How should they run this test?

A.
Send one version to the list now, another to the same list later, and then compare the results to determine a winner based on clicks or opens.
Answers
A.
Send one version to the list now, another to the same list later, and then compare the results to determine a winner based on clicks or opens.
B.
Set up an A/B test that automatically sends the two versions to a single list and then determines a winner based on event signups.
Answers
B.
Set up an A/B test that automatically sends the two versions to a single list and then determines a winner based on event signups.
C.
Send the two versions to two different lists, and then compare the results to determine a winner based on clicks or opens.
Answers
C.
Send the two versions to two different lists, and then compare the results to determine a winner based on clicks or opens.
D.
Set up an A/B test that automatically sends the two versions to a single list and then determines a winner based on clicks or opens.
Answers
D.
Set up an A/B test that automatically sends the two versions to a single list and then determines a winner based on clicks or opens.
Suggested answer: D

Explanation:

The best way to run an A/B test in Marketing Cloud Account Engagement is to set up an A/B test that automatically sends the two versions to a single list and then determines a winner based on clicks or opens. This way, you can compare the performance of the two versions on the same audience and avoid any bias or timing issues that might affect the results. Option A is not a good way to run an A/B test because sending the same list two different emails at different times might skew the results due to factors such as email fatigue, inbox clutter, or changing preferences. Option B is not a good way to run an A/B test because event signups might not be the best metric to measure the effectiveness of an email, especially if the event is not directly related to the email content or offer. Option C is not a good way to run an A/B test because sending the two versions to two different lists might introduce variability in the results due to differences in the list composition, quality, or behavior.

Reference:How to Run an A/B Test in Marketing Cloud Account Engagement: A Step by Step Guide (2022),The Basics of A/B Testing in Marketing Cloud Account Engagement - The Spot

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asked 23/09/2024
Ada Galilea
47 questions
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