{"id":10142,"date":"2019-03-27T08:30:43","date_gmt":"2019-03-27T08:30:43","guid":{"rendered":"http:\/\/www.digitalresponse.es\/?p=10142"},"modified":"2019-03-27T08:30:43","modified_gmt":"2019-03-27T08:30:43","slug":"como-sorprender-con-un-ab-test","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/como-sorprender-con-un-ab-test\/","title":{"rendered":"Example of how to surprise with an AB test"},"content":{"rendered":"<p>Today we will look at an example of <strong>AB test<\/strong> which has been much talked about these days. In fact, you may have received one of the two versions in your email inbox. Yes, we are talking about <strong>Vueling<\/strong>.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p>But first of all, let's remember what we mean by testing and what an AB test is:<\/p>\n\n\n\n<p><br><\/p>\n\n\n\n<p>The <strong>testing<\/strong> consists of testing and analysing the emails we design and all the components or innovations we incorporate. The objective is to know that they work correctly and to see how users react. If we detect that the results are positive, we will consider incorporating that new element or strategy in the next mailings. In this way, we ensure that the users will be able to see how they react to it.<strong>he results of our email marketing will improve<\/strong>while at the same time achieving <strong>getting to know more and more of the users in our database<\/strong>.<\/p>\n\n\n\n<p><br><\/p>\n\n\n\n<p>And now, yes, do you<strong>what is an AB test<\/strong>? It consists of <strong>send two variants of the same email to our subscribers<\/strong>. So half of our users will receive email \"A\" and the other half will receive email \"B\". As we said, it is very interesting to see how each group of subscribers reacts to each of the versions in order to know what works best and use it in future mailings. <\/p>\n\n\n\n<p><br><\/p>\n\n\n\n<p><strong>Vueling<\/strong> has done a fantastic AB test as follows: \u00a0<\/p>\n\n\n\n<p><br><strong>VERSION A<br><\/strong><br><strong>Subject:&nbsp;<\/strong>This is a test<br><strong>Preheader:<\/strong>&nbsp;Test test test test test test test test test<br><strong>Headline:&nbsp;<\/strong>We test your willingness to travel<br><strong>Copy:&nbsp;<\/strong>We know you're a curious person (how can you say no, if you've opened this email?).<br>Now we want to find out more. So we ask you: which of these destinations do you love the most?<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2019\/03\/vueling_test_a.png\" alt=\"\" class=\"wp-image-10143\"\/><\/figure>\n\n\n\n<p><strong>VERSION B&nbsp;<br><\/strong><br><strong>Subject:&nbsp;<\/strong>Come a little closer...<br><strong>Prehader:<\/strong>&nbsp;We have a question for you<br><strong>Headline:&nbsp;<\/strong>Which of these destinations do you love the most?<br><strong>Copy:<\/strong>&nbsp;We know you're a curious person (how can you say no, if you've opened this email?).<br>Now we want to find out more. So we ask you: which of these destinations do you love the most?<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2019\/03\/vueling_test_b.png\" alt=\"\" class=\"wp-image-10144\"\/><\/figure>\n\n\n\n<p>Clearly we cannot know the results of each version, but something tells us that it is likely that the <strong>version A<\/strong> has attracted much more attention from users. <\/p>\n\n\n\n<p><br><\/p>\n\n\n\n<p>We are curious by nature and both the subject line and the preheader of the email, incite us to think that the company could have sent a test email by mistake. This creates in the user the need to check the error and open the email. Moreover, even if the recipient has not perceived it as an error, the level of confusion is the same, since at no time is the content of the email clear and, again, it awakens in him an interest to know what is hidden behind a subject of these characteristics.<\/p>\n\n\n\n<p><br><\/p>\n\n\n\n<p>On the contrary, the <strong>version B<\/strong> is much more correct and is more in line with the type of email that Vueling subscribers are used to receiving. Therefore, the surprise factor disappears and with it the desire to know what we will find in the email.<\/p>\n\n\n\n<p><br><\/p>\n\n\n\n<p>Finally, we would like to point out that this newsletter may be storing user click data and assigning a preferred city to your user profile.&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Today we will look at an example of an AB test that has been talked about a lot these days. In fact, you may have received one of the two versions in your email inbox. Yes, we are talking about Vueling.<\/p>","protected":false},"author":7,"featured_media":27943,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,58],"tags":[],"post_folder":[],"class_list":["post-10142","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-ejemplos-email-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ejemplo de c\u00f3mo sorprender con un AB test - Digital Response<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalresponse.es\/en\/como-sorprender-con-un-ab-test\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ejemplo de c\u00f3mo sorprender con un AB test - Digital Response\" \/>\n<meta property=\"og:description\" content=\"Hoy veremos un ejemplo de AB test del que se ha hablado mucho durante estos d\u00edas. De hecho, quiz\u00e1s hayas recibido alguna de las dos versiones en tu email. S\u00ed, hablamos de Vueling.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/como-sorprender-con-un-ab-test\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Response\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/digitalresponse\" \/>\n<meta property=\"article:published_time\" content=\"2019-03-27T08:30:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2019\/03\/como_sorprender_con_un_ab_test.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1327\" \/>\n\t<meta property=\"og:image:height\" content=\"684\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Ariadna Gubern\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dresponse\" \/>\n<meta name=\"twitter:site\" content=\"@dresponse\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ariadna Gubern\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/\"},\"author\":{\"name\":\"Ariadna Gubern\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/5e0e9b0842bdb4269390c815a805b8bf\"},\"headline\":\"Ejemplo de c\u00f3mo sorprender con un AB test\",\"datePublished\":\"2019-03-27T08:30:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/\"},\"wordCount\":586,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2019\/03\/como_sorprender_con_un_ab_test.png\",\"articleSection\":[\"Blog\",\"Ejemplos Email Marketing\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/\",\"url\":\"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/\",\"name\":\"Ejemplo de c\u00f3mo sorprender con un AB test - Digital Response\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2019\/03\/como_sorprender_con_un_ab_test.png\",\"datePublished\":\"2019-03-27T08:30:43+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/#primaryimage\",\"url\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2019\/03\/como_sorprender_con_un_ab_test.png\",\"contentUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2019\/03\/como_sorprender_con_un_ab_test.png\",\"width\":1327,\"height\":684},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\/\/www.digitalresponse.es\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Ejemplo de c\u00f3mo sorprender con un AB test\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.digitalresponse.es\/#website\",\"url\":\"https:\/\/www.digitalresponse.es\/\",\"name\":\"Digital Response\",\"description\":\"Email Marketing y Marketing Automation\",\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.digitalresponse.es\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\",\"name\":\"Digital Response\",\"url\":\"https:\/\/www.digitalresponse.es\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2024\/02\/digitalResponse_claim_500.png\",\"contentUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2024\/02\/digitalResponse_claim_500.png\",\"width\":500,\"height\":135,\"caption\":\"Digital Response\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/digitalresponse\",\"https:\/\/x.com\/dresponse\",\"https:\/\/www.linkedin.com\/company\/digital-response\/\",\"https:\/\/www.youtube.com\/channel\/UCuG-okZhhBKdzJpHRwMrnYg\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/5e0e9b0842bdb4269390c815a805b8bf\",\"name\":\"Ariadna Gubern\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/ebada4ec387381a14e806e57daec72fb226b199e2d3395203acea0d2fef75c4c?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/ebada4ec387381a14e806e57daec72fb226b199e2d3395203acea0d2fef75c4c?s=96&d=mm&r=g\",\"caption\":\"Ariadna Gubern\"},\"url\":\"https:\/\/www.digitalresponse.es\/en\/author\/ariadna-gubern\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Ejemplo de c\u00f3mo sorprender con un AB test - Digital Response","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.digitalresponse.es\/en\/como-sorprender-con-un-ab-test\/","og_locale":"en_GB","og_type":"article","og_title":"Ejemplo de c\u00f3mo sorprender con un AB test - Digital Response","og_description":"Hoy veremos un ejemplo de AB test del que se ha hablado mucho durante estos d\u00edas. De hecho, quiz\u00e1s hayas recibido alguna de las dos versiones en tu email. S\u00ed, hablamos de Vueling.","og_url":"https:\/\/www.digitalresponse.es\/en\/como-sorprender-con-un-ab-test\/","og_site_name":"Digital Response","article_publisher":"https:\/\/www.facebook.com\/digitalresponse","article_published_time":"2019-03-27T08:30:43+00:00","og_image":[{"width":1327,"height":684,"url":"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2019\/03\/como_sorprender_con_un_ab_test.png","type":"image\/png"}],"author":"Ariadna Gubern","twitter_card":"summary_large_image","twitter_creator":"@dresponse","twitter_site":"@dresponse","twitter_misc":{"Written by":"Ariadna Gubern","Estimated reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/#article","isPartOf":{"@id":"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/"},"author":{"name":"Ariadna Gubern","@id":"https:\/\/www.digitalresponse.es\/#\/schema\/person\/5e0e9b0842bdb4269390c815a805b8bf"},"headline":"Ejemplo de c\u00f3mo sorprender con un AB test","datePublished":"2019-03-27T08:30:43+00:00","mainEntityOfPage":{"@id":"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/"},"wordCount":586,"commentCount":0,"publisher":{"@id":"https:\/\/www.digitalresponse.es\/#organization"},"image":{"@id":"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/#primaryimage"},"thumbnailUrl":"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2019\/03\/como_sorprender_con_un_ab_test.png","articleSection":["Blog","Ejemplos Email Marketing"],"inLanguage":"en-GB"},{"@type":"WebPage","@id":"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/","url":"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/","name":"Ejemplo de c\u00f3mo sorprender con un AB test - Digital Response","isPartOf":{"@id":"https:\/\/www.digitalresponse.es\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/#primaryimage"},"image":{"@id":"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/#primaryimage"},"thumbnailUrl":"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2019\/03\/como_sorprender_con_un_ab_test.png","datePublished":"2019-03-27T08:30:43+00:00","breadcrumb":{"@id":"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/#primaryimage","url":"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2019\/03\/como_sorprender_con_un_ab_test.png","contentUrl":"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2019\/03\/como_sorprender_con_un_ab_test.png","width":1327,"height":684},{"@type":"BreadcrumbList","@id":"https:\/\/www.digitalresponse.es\/como-sorprender-con-un-ab-test\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/www.digitalresponse.es\/"},{"@type":"ListItem","position":2,"name":"Ejemplo de c\u00f3mo sorprender con un AB test"}]},{"@type":"WebSite","@id":"https:\/\/www.digitalresponse.es\/#website","url":"https:\/\/www.digitalresponse.es\/","name":"Digital Response","description":"Email Marketing and Marketing Automation","publisher":{"@id":"https:\/\/www.digitalresponse.es\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.digitalresponse.es\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/www.digitalresponse.es\/#organization","name":"Digital Response","url":"https:\/\/www.digitalresponse.es\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.digitalresponse.es\/#\/schema\/logo\/image\/","url":"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2024\/02\/digitalResponse_claim_500.png","contentUrl":"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2024\/02\/digitalResponse_claim_500.png","width":500,"height":135,"caption":"Digital Response"},"image":{"@id":"https:\/\/www.digitalresponse.es\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/digitalresponse","https:\/\/x.com\/dresponse","https:\/\/www.linkedin.com\/company\/digital-response\/","https:\/\/www.youtube.com\/channel\/UCuG-okZhhBKdzJpHRwMrnYg"]},{"@type":"Person","@id":"https:\/\/www.digitalresponse.es\/#\/schema\/person\/5e0e9b0842bdb4269390c815a805b8bf","name":"Ariadna Gubern","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.digitalresponse.es\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/ebada4ec387381a14e806e57daec72fb226b199e2d3395203acea0d2fef75c4c?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/ebada4ec387381a14e806e57daec72fb226b199e2d3395203acea0d2fef75c4c?s=96&d=mm&r=g","caption":"Ariadna Gubern"},"url":"https:\/\/www.digitalresponse.es\/en\/author\/ariadna-gubern\/"}]}},"_links":{"self":[{"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/posts\/10142","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/comments?post=10142"}],"version-history":[{"count":0,"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/posts\/10142\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/media\/27943"}],"wp:attachment":[{"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/media?parent=10142"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/categories?post=10142"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/tags?post=10142"},{"taxonomy":"post_folder","embeddable":true,"href":"https:\/\/www.digitalresponse.es\/en\/wp-json\/wp\/v2\/post_folder?post=10142"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}