Can A/B Testing Help Push Notifications Breakthrough With Brands in 2014?
Infographic suggests how marketers can move the tactic forward
The Astrologer has been working with mobile vendor OtherLevels to optimize the horoscope app's push-notification marketing, putting together A/B split tests that have lifted click-throughs as much as 285 percent, per the companies. The marketers for The Astrologer aim to increase engagement without turning off the folks who have downloaded its smartphone app.
Indeed, laboratory-style testing has long been a hallmark of effective digital marketing. And if any tactic needs to be clinically studied, it's probably push notification—which can easily annoy app users if utilized too eagerly by brands.
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