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If you’re trying to maximize the performance of your digital marketing campaigns, experimental design goes far beyond the traditional champion/challenger approach known as A/B testing. What limits A/B testing is the fact that you can test only a few variables at any one time, so you have to do many tests in order to determine the best combinations. Experimental design massively increases the variables that digital marketers can test simultaneously—product offers, website design, merchandising, messages, incentives, interstitials displayed before or after an expected content page, calls to action, and so on.
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Most direct marketing is plagued by low response rates and poor ROI, largely because traditional A/B approaches have severe limitations. Experimental design can lift response rates by 3 to 8 times, boosting the top and bottom lines.
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