A/B Testing Unleashed: Enfamil’s Path to Marketing Success

MASTERPIECES AND MARKETING

The Eiffel Tower, Thomas Edison's lightbulb, the Mona Lisa, and Beethoven's Symphony No. 9 are some of humanity's most important creations. They all have something in common. What is it? They all underwent the "Trial and error" process, constantly revising and reformulating until something extraordinary finally happened. As marketers, we are responsible for designing multiple elements that connect our company with our customers. And let's be real: we sometimes feel creative and confident enough that our way of doing things is not only the right one but also the one that will bring the most success, but this is not true. We have to get involved with this trial-and-error creation process.

This is were A/B testing kicks in, this marketing experiment compares variations of a determined campaing and let's us objectively evaluate our proposals based on real data.

A/B TESTING IN THE REAL WORLD

In 2021, I started working at Reckit, which owns Enfamil, one of the world's best-known baby formula brands. As part of the digital marketing team, we implemented A/B testing every time we made changes to our website or implemented a social media campaign. In October 2021, we were getting ready for the implementation of the most extensive campaign of the year, an awareness effort to communicate to parents how sleep patterns are significant for mental development and how specific nutrients our product has promote their development. We had to completeley rebuild our landing page so we could include multiple articles and resources parents could access in our platform. Most of the information and structure came from Mexico, as they were the first country to implement it earlier in the year and we had to replicate the sucesess.

Do you think the campaign was replicated exactly like it was in Mexico? Do you think the content would impact the same everywhere?

• Yes
• No

INTUITION INTO ACTIONABLE INSIGHTS

When applying A/B testing to our landing page, in Peru, the amount of clicks to the articles section had a 20% increase if the banner image had a picture of a baby sleeping, while compared to the creative assets that had a picture of  a mother. This allowed us to adapt the campaign to work in each of the territories, increasing customer engagement.

“Through A/B testing, marketing decisions evolve from intuition to evidence.”

Now that you have a clear example of how A/B testing can affect the results of a campaign, you have to reflect on the times a piece was not working the way you intended, creating variations in copy (text),  or the way you organize your elements may be essential to better results. You can experiment by changing how you manage and present your content (fonts, colors, images, call to action, etc.). The possibilities are infinite, and you can start testing your hypothesis immediately.

DIY: Do it yourself

To conclude, based on my experience, here’s a quick 3-step A/B testing guide to make a significant impact in your company and benefit from better performance with your campaigns.

1. Define Your Goal: Identify what you want to test and how success will be measured.

2. Create Variations: Create variations, but don't get overwhelmed with having many options; test your best two or three and ensure the differences are noticible for your audience.

3. Run the Test and Analyze: Choose the option that impacts your audience the way you want, and implement necessary changes.

The ideas and perspectives expressed in this article are my own and do not necessarily reflect the views of any organization or entity with which I am affiliated.All brand names, logos, and trademarks mentioned in this blog are the property of their respective owners. This blog is not affiliated with, endorsed by, or sponsored by any of the brands mentioned. Any opinions expressed are my own and do not reflect the views or opinions of the brand owners.