Introduction
A/B testing involves testing campaign communications online with your supporters. Most of the guide focuses on testing email communications, but you can also test web page formats and social media responses. The idea is to make a change and try two approaches (A/B) in order to measure, through response statistics, which approach gets the most uptake from audiences.
It can be seen as a way of optimizing campaign communications but is also viewed as a form of active listening for many groups who want to campaign in ways that are better aligned with the interests of their supporter base.
Contents
- Disclaimer / request for your help 2
- Summary 2
- Who’s doing it? 2
- 3 reasons to test 3
- Impact/ Why do this? 3
- When this might not work for you 4
- Principles 4
- What this requires (people, resources, etc.) 5
- Setup steps / stages 7
- Further resources 14
- Attribution 15
About
Blueprints for Change how-to guides are put together by campaign innovators in order to help progressive organizers and groups up their game more quickly. The “blueprints” capture, communicate and inform innovative campaigning strategies and tactics.
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