What should I test?

Hey meg_kerry so exciting to be starting! And endless test options! Can you maybe share a little more context about your product, vertical, types of campaigns you’ve started with and what kind of KPIs/goals/conversion events you need to move? 

Maybe for inspiration check the Braze Inspiration guides and also the different channels here in Bonfire for some ideas. You’ll probably want to test different campaign concepts or even channel combinations for different user stages.

what might also be helpful is to start a backlog of test ideas. Run a brainstorming session with your team focused on a specific goal or behaviour you want your users to do and write down all ideas that come up. Then prioritise them based on impact-confidence-effort and start with the tests scoring highest :)

Here are some cool ideas and best practices you might consider for each channel:

1. Push Notifications with Visuals:
   • Test Rich Push: Use high-quality images to catch your users’ attention; try A/B testing two different image strategies (e.g., a product-focused image versus a lifestyle shot) to see which drives better engagement.
   • Dynamic Image Personalization: Combine Liquid templating with rich media by adjusting images based on user attributes. For example, use user preferences or past behavior to select an image that’s more relevant.
   • Action-Driven Imagery: Pair your image with a clear call-to-action (CTA). A/B test subtle variations such as image placement (left-side vs. full-bleed) or overlay text that reinforces the campaign message.
   • Interactive Elements: If the platform and device support it, see if you can experiment with interactive elements within the notification (like swipe actions or quick replies) to boost engagement.
2. SMS Campaign Experimentation:
   • Personalized Offers: Test personalized discount codes or event invites sent via SMS. For instance, compare performance between SMS messages that include a name-based greeting versus a generic version.
   • Time-Sensitive Alerts: Consider A/B testing the timing of your SMS sends (for example, sending a message during a high-engagement window or just after a known user action).
   • Multi-Channel Crossover: You might design a campaign that starts with an SMS prompting users to check an email or push notification. See if coordinating across channels increases overall engagement.
3. Email Campaign Ideas (Beyond Subject Line Tests):
   • Visual Storytelling: Experiment with creative layouts that combine images, GIFs, or even interactive elements like clickable image carousels to tell your brand story.
   • Dynamic Content Blocks: Use Braze’s dynamic content features to personalize different parts of your email – this could include images, product recommendations, or custom offers based on user behavior.
   • Design and Layout Variations: Try A/B testing different email templates (custom HTML versus Braze’s built-in templates) to see which delivers a more engaging user experience.

Before you dive into testing, here are a few best practices to keep in mind:
• Always test your messages using Braze’s Preview & Test tools to ensure they render correctly on your target devices.
• Define clear success metrics for each test (e.g., click-through rates, conversion rates) so you can accurately measure performance.
• Save your campaign drafts after every test iteration to ensure you don’t lose your initial setup or campaign configuration.
• Leverage Braze logging to inspect any campaign anomalies and fine-tune your message delivery.

For more detailed information on testing your campaigns and utilizing advanced features like rich push notifications and dynamic content, please visit the relevant sections in the Braze documentation:
• Testing & Previewing Messages: https://www.braze.com/docs/user_guide/message_building_by_channel/overview/#testing-tools
• Rich Media & Push Notifications: https://www.braze.com/docs/user_guide/message_building_by_channel/push_notifications/
• Email Personalization: https://www.braze.com/docs/user_guide/message_building_by_channel/email/

These suggestions should give your campaign the ‘wow’ factor while providing insightful data to further refine your messaging strategy.