To determine the optimal message for a live webinar on business forecasting, we ran an A/B test on landing page content and emails driving to them.
Variation A – Positive connotation message “Enhance your Business Forecasting with Automation”
Variation B – Negative connotation message “Is your Forecasting process manual and error prone?”
Goal: While our target audience was Business Analysts and Financial Controllers in mid-size companies (we were aware of the possibilities of technology available for large organizations), the goal was to capture the sentiments that most attracts this cohort. Are the really excited about enhancing or respond to actions of fear.
Test Metric – To estimate that these two mutually exclusive variations are statistically significant at 95% confidence interval i.e. >5% P Value
Duration – These tests were live with the landing page, email and social media banners promoting the webinar on the same date/time but with different messaging.
Final outcome – Variation A was the winner with the test hypothesis showing the results as statistically significant from the Variation B responses. This led us to the conclusion that the word Automation was a key driver into capturing our audience attention given all the focus around automating and digital transformation in the office of finance.