Results of AB testing Webinar Invites

*** I will be updating this post a couple of times today with the results of the 3rd AB test we are running on this!

We are planning an upcoming webinar on e-commerce product descriptions later this month.

I spent a few hours thinking/writing/editing/ the copy for the email invitation.

My colleague, SimbarDube, took my copy and changed it around - to make it better. Or so he thought.

Convinced that the original copy is better - I decided that we should run an AB test to let our subscribers decide which is better.

Here is the copy for the two versions:

My Version:

Hey << Test First Name >>,

How did you spend the strange Fourth of July weekend?

I thought it would be a good idea to wake the kids up at 4:30 am so we can go to the beach (seriously, 4 kids that early in the morning).

It turns out that a whole bunch of parents had the same “smart” idea.

On the beach and in 94-degree weather, I was thinking about eCommerce product pages.

TL;DR -

I am a marketer who thinks webinars are boring. I rarely sign up for them.

But I am promising you a completely different webinar with a ton of value.

Rishi Rawat (Frictionless Commerce) specializes in fixing copy on the product pages for ecommerce sites.

And we will be doing a webinar together.

Long version - For those who have three more minutes to read.

I am a marketer who NEVER thought about the copy of product pages.

Why? Well, you know - it is too difficult to do, too many products, and how can you test your changes.

Woah.

But I have changed my mind about this a few weeks ago. Rishi Rawat from Frictionless Commerce specializes in fixing product pages for ecommerce sites.

Rishi actually makes a decent living and has happy clients by fixing the copy of product pages.

So, we thought we can do a webinar on this.

BUT...

Webinars are boring.

So, I, Rishi, and a whole bunch of people met to talk about this.

“How do we make sure that this webinar will be worth every minute of your time?” We pondered.

After two hours of deliberation, we agreed on making it a 50-minute knowledge bomb – NO filler, NO fluff, and NO hot takes.

Who knows we might even do some live reviews as well?

This will be on July 22 at 12 pm ET –

I will be sending more emails about this session - stay tuned.

Khalid

PS - I wrote this masterpiece - but then u/Simba decided that he can do better. So, to make things more fun, we will be AB testing his copy vs. mine. Let's see which one wins.

Simba's Version:

Hey << Test First Name >>,

So for all these years that I have been in the marketing trenches, but I have NEVER thought of optimizing the copy of product pages.

The reason? Well, you know –there are too many product pages, and so it’s not easy to test all of your hypotheses.

But... A few weeks ago, I changed my mind. A friend – Rishi Rawat from Frictionless Commerce – who specializes in fixing product pages for eCommerce sites convinced me into doing this.

So, we thought of doing a webinar on this –

But I brushed off the idea because I think most webinars out there are boring.

So, Rishi, myself, and a whole bunch of people met to talk about this.

"If we go ahead with the webinar plans, what should we do to make it more interesting?", we pondered.

After 2 hours of brainstorming and deliberating, we agreed on making it a 50-minute knowledge bomb – that has no filler, fluff, and no hot takes.

The session will be on July 22 at 12 pm ET – sign up and add it to your calendar.

Session title: The Mighty Product Page: Rethinking Product Descriptions

Guest: Rishi Rawat

Host: Yours truly

I will be sending more info about this session – stay tuned.

– Khalid

PS - I had written a completely different copy for this email but then Simba decided to change it. So, to make it more fun, we will be AB testing his copy vs. mine. Let's see which version increases conversion rates.

AB Test Results

We ran two tests - in the process of running the 3rd AB test

1st AB test

The test ran for 6 hours on MailChimp. The email was sent out to 4k subscribers.

The success criterion was the click-through rate for the two different versions of the emails.

Both emails sent using the same headline.

Simba's version won:

Results:

my version CTR 0.7%
Simba's version CTR 1.1%

2nd AB test

The test ran for 12 hours on MailChimp. The email was sent out to 12k subscribers.

The success criterion was the click-through rate for the two different versions of the emails.

Both emails sent using the same headline.

Results:

my version CTR 0.8%

Simba's version CTR 1%

3rd AB test:

We are about to run a 3rd AB test but this time I asked our guest speaker tomorrow to write his version of the copy. I want to see if he can beat Simba's version.