A/B Split test—hey, no fair!
I’m a big fan of Which Test Won and if you have a website and haven’t signed up yet, I would encourage you to do so.
And now for the cautionary tale…
In a recent test they showed and A/B test that was designed to see if humor was more successful than just the facts. Awesome test right? The editors pointed out that humor was always tricky, which is true, but they didn’t point out that the primary drivers were different for each test. I’m not sure humor had anything to do with which test won. Below is the headline and subhead copy for each test. See if you can spot the crazy big motivators that should have been included in both tests to make them a valid A/B split test on humor.
Here is test A:
Did your iPhone Screen Have A Bad Night Out?
We can’t cure a hangover, but we can make your iPhone look brand new in less than an hour for half of what the other guys charge.
Here is Test B:
iPhone 4 or 4S Screen Repair
Our Promise: Fixed Fast. Fixed Right.
Sorry kids, but ain’t no way that “Fixed Fast. Fixed Right” is going to trump “Fixed in one hour for half of what other guys charge”. You can say it any way you want to but those are two insanely huge benefits up against a puny and somewhat vague guarantee. It was never about humor and it was never a fair test.
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President/Creative Director Catalog Design Studios Inc.
Co-Founder Catalog University