Implementing A/B and Multivariate Testing

It must be obvious by now that I love experimenting. At the heart of being a product manager, particularly if you’re both the marketer and product manager for a small business, is a willingness to experiment. What a product manager should do best is take available data about their own audience and the market more broadly and design experiments around informed hypotheses to drive interest and engagement.

To this end, in this chapter, we’ll be going over two very neat tools that empower you to experiment with your audience and the campaigns they receive. They allow you to design these experiments and let Mailchimp handle executing and crunching the numbers.

We’ll be going over the following topics:

• Why experiment with engagement?
• Multivariate options and what elements you can experiment with
• How do you take information from the results to better understand your audience?

So, let’s talk...