Improve Your Radio Station's Digital Strategy With This Test
October 4, 2016
While many DJs dread aircheck sessions with program directors, we also recognize the importance of this exercise: Get feedback on airwork, and this feedback is what enables talent to improve. Without feedback, performance stagnates.
The same is true when it comes to a radio station's digital strategy. To improve upon your performance, you need to find out what's working...and what's not. One effective way to get feedback is to conduct an A/B test.
What is an A/B Test?
An A/B test, which is sometimes called a "split test," involves comparing two versions of something to see which performs better. For example, you might send out two emails with different subject lines to see which one produces a higher open rate, or run two Facebook ads with different images to see which one receives more clicks.
Here are some of the keys to running a successful A/B Test:
1. Establish Goals: If you don't agree upon goals in advance, different people can look at the same data and draw different conclusions. What action are you trying to drive with your digital tactic? Email opens? Website clicks? Contest entries? Make sure everybody is on the same page.
2. Set Yourself Up to Measure: Make sure that you have the tools in place to track the results of your test. You may be reviewing the results in Google Analytics or reports from your email service provider, your social media management tools, or other software dashboards.
3. Isolate a Single Variable: When running an A/B test you want to, to the best of your ability, limit the change between the two versions to a single variable so that you know exactly what to attribute the difference to.
4. Review the Results as a Group: After each A/B test, look at the results as a group to make sure that there is consensus about what the results mean. Keep in mind, sometimes you may conclude that neither version A or version B performed significantly better, and so the difference may not be meaningful at all.
In your weekly web meeting, look for opportunities to run A/B tests that could improve your digital strategy's performance. Here are some things you may want to test:
- Email subject lines
- Blogpost or landing page headlines
- Times for social media posts or email sends
- Days for social media posts or email sends
- Images in social media ads
The wonderful thing about the internet is that, unlike our on-air signal, we can see the results of what we do much faster and we have a much easier time attributing the results to specific actions. Take advantage of this by running your own A/B tests.