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Martin Cogburn
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    Split Testing Postcards

    About Split Testing Postcards

    Postcards don't naturally lend themselves to being split tested, as the response to them happens in the home, far from your ONTRAPORT account. To track the response to Postcards you traditionally would use PURLs on them; when the Contact visits the PURL you know it is in response to the card. It is harder to determine that a non-PURL visit to a website was in response to the Postcard.

    ONTRAPORT Campaigns add another dimension to that testing methodology. You can track your Contacts across several seemingly disparate events and see the impact one element has on another. Using a Split element allows you to send different Postcards to Contacts and measure their progress throughout the Campaign after that.

     

     

     

    How to Split Test Postcards on a Campaign

    Our sample Campaign sends two different Postcards promoting our Coffee Subscription product, then waits for them to purchase. Here we see the Campaign Map in Performance Mode:

    Postcard split test in Performance Mode

    Four Contacts have been sent one of the Postcards, and one Contact has purchased the Coffee Subscription. The overall conversion rate is 25%. But how do we know if that one purchase was from Postcard A or Postcard B? Click on the Goal to see which Postcard the purchaser received:

    Click on the Goal to see the Goal Conversion Rate

    When you click on a Goal the Goal Conversion Rate report is shown by default. We now see that Postcard B was responsible for the sale.

    Not much is really known with such a small sample size, but over time, with hundreds of Postcards sent, we should see a clear winner. When we do, we can direct all the traffic down the winning side of the Split without otherwise modifying our Campaign.

    You can choose other reports using the drop down menus at the top of the Campaign Map. See our article on Performance Mode Reports for more information on the reports you can run.

     

     

     

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