When It Comes to Messaging, Nothing Compares to A/B Testing

AB Subject Testing May 14, 2018 By: Blake Stenning

More organizations are adopting A/B testing to compare audience response to two versions of a messaging element. Here, association leaders share how this data analysis informs their decision making and improves member satisfaction.

When Joseph Cephas, vice president of communications for the American Society of Interior Designers, began planning a member recruitment campaign, he decided that before committing to a big social media ad buy, he would first test two different call-to-action buttons on Facebook and LinkedIn during a two-week period. It proved to be a smart move....