When I ran an A/B test on my subject lines last week, I promised to let you know which one won.

Well, the results are in!

If you remember, there were two subject lines. The first was more curiosity-driven, and the second was more pain-driven...

Subject line A: THIS is how to improve your open rates

Subject line B: Low open rates? Let's fix that

I'd guessed that the second subject line, the pain-driven one, would win.

Looks like I was wrong. Kind of 😆

Here are the A/B test results:

44.42% = THIS is how to improve your open rates

43.69% = Low open rates? Let's fix that

But here's the thing...

The 0.73% difference is statistically insignificant. Meaning, subject line A won...but not by enough margin to really matter or influence my decisions.

The thing about testing data like this is you have to know when the data doesn't mean much 😆

This 0.73% statistically insignificant result does still mean something, though.

It tells us:

1 - My audience is driven pretty equally by both pain and curiosity. There's no strong preference, so I can safely use both. (At least in this case. That might change if, for example, I'm selling a specific product that offers a specific outcome).

2 - It could mean that I didn't test hard or deep enough. Maybe next time I try a different angle, like pain vs dream state (or goals). Now that would be an interesting test.

​​The lesson here is that A/B tests don’t always have to lead to change.

Sometimes, they simply confirm that what you’re doing is already working – and that’s a win too :)

Eman

PS. I just opened up 1:1 business coaching spots for service providers. You'll get (almost) unlimited access to my business brain on your business for a whole month. Get the details here

PPS. This coaching works best when you have a specific business problem you need help untangling and straightening out, or a specific goal you want to work towards. It's not cheap because my coaching is valuable and it works. And I have the testimonials and results to prove that

PPPS. I should mention, this offer won't be around forever. I'm testing to see if there's any interest in it. If there is, it'll be around for a little while. If there isn't, it'll disappear. This isn't one of those "I'll sign up in a few months" kinda situations. If you know you want a spot, grab one :)
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