Dyson Corrale Launch with A/B Test

The project:

A vendor-funded Best Buy campaign to promote the launch of the Dyson Corrale hair straightener. In addition, the Dyson Airwrap and Supersonic were also featured in the secondary section of the newsletter.

We decided to run an A/B test on this campaign to see whether incorporating customer reviews into the newsletter will have any impact on click-through rates.

Version A:
This version shows all of the benefits of the Dyson Corrale in the heading copy. The subhead copy gives further context to each benefit highlighted.

Version B:
We decided to take away the subhead copy, and instead add an additional banner to the newsletter of a short review from a happy customer. Our test was to see whether an unbiased customer review will have a higher impact on customer engagement than marketing copy provided by the vendor.

The results:
The email data showed us the following:

• There was little engagement on the customer review banner and that people did not care to read more reviews on our website
• The banners with subhead text which provided further context to the benefits of the product saw higher engagement in comparison to the banners with no subhead text
• The middle section of the newsletter on both versions had the lowest click activity in comparison to the rest of the email. The Airwrap and Supersonic had decent click-through, showing that customers were scrolling all the way to the bottom of the email. Customers interested in the Dyson Corrale product mostly clicked through on the main banner

Final product: