How can I set up multivariate testing?

Multivariate testing allows marketers to test unlimited combinations of elements in an email and measure the significance of those changes on the email conversion rate.

Procedure

  1. In your Acoustic Campaign database, use the segmenting feature to create as many segments as the marketer needs.
  2. Create your email template.
  3. Build a dynamic content ruleset that displays different versions of the email (or part of the email) randomly based on the segments.
    1. If segment field equals 1, then show content A.
    2. If segment field equals 2, then show content, B, and so on.

What to do next

Use the dynamic content reports (single email reports) to see how each ruleset/segment is performing.

  • The segmenting is done at the database level so it can be reused across the Acoustic Campaign platform.
  • New contacts are not added to existing segments.
  • Segmenting is persisted in the database so marketers can go back and audit what segment someone was in to see how they performed, as compared to how they expected them to perform.
  • You can test content in one email with dynamic content instead of many of emails with different content.
  • The segments that you test on can be based on not just numerical splits, but also on behaviors. For example, you can divide your list into 10 segments and send test content only to people who have not opened a previous email.