5 Bridges: A/B Testing


REFLECTION:

This element of the campaign process was one of the most impactful for me because I have never done an A/B test before. I really enjoyed it because we got to put our creative ideas to the test to see what the audience actually responded well to. Based on these findings, we are able to present the client with real data supporting our tactic ideas.

Introduction

We have created a survey through Qualtrics for 5 Bridges that gauged participants’ reactions to the assets we have created for 5 Bridges. We utilized AB testing, so each participant only had to answer 4 total questions. We recruited 60 participants by asking our friends, co-workers, colleagues, and family members to participate in the survey and give their honest feedback. We used a five-point Likert scale to determine participants’ thoughts on the products. As we talked about in class AB Testing is important to pre-campaign research because it can keep you from making offensive mistakes in your campaign. Jon Simpson, in his Forbes article, said that AB testing can improve content engagement, decrease bounce rates, and increase conversion rates. (Simpson, 2020)


Shirts

We tested two separate versions of a 5 Bridges T-shirt to see which one had better results. We asked participants to identify whether they would firstly wear the T-shirts. Next we asked if they would purchase the shirt. Each participant only saw one design out of the two, and decided what they would do. We used a 5 point Likert scale from strongly disagree to strongly agree, and participants would select their answer then move to the next question after selecting  next.

Posts

 

We tested two different colors of posts for 5 Bridges to see which one would potentially have better engagement. We asked participants to identify whether they would like the post, comment on it, follow the account, and participate in social media challenges.  We used a 5 point Likert scale from strongly disagree to strongly agree, and participants would select their answer then move to the next question after they select next.

Slogans

“Bridge the gap in your wellness”  Vs. “5 bridges to a better you”

We tested two different slogans for 5 Bridges to see how our participants would react and feel about them. We asked participants whether they felt it was an effective slogan , and if they had an idea of what this organization does based on this slogan. 

We used a 5 point Likert scale from strongly disagree to strongly agree on both of these questions, and participants would select their answer then move to the next question after they select next.


Instructions 

We instructed participants to look closely at images we provided, and to read carefully the text we had written. We also made “I” statements and instructed participants to mark the box they most agreed with. We wanted to make this as easy as possible for participants to be respectful of their time.


Conclusion 

When we concluded our survey, we simply put “We thank you for your time spent taking this survey. Your response has been recorded.”

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