How We Added $93K with One Simple AB Test

It finally feels like fall has come down south. The mornings are a little bit crisp, and pumpkin spice is in the air.

Speaking of fresh starts, I want to talk about something we learned recently.

About five months ago, one of our clients wanted to refresh their email designs in their welcome automation.

We both thought it would help. So we shipped it.

Then we started noticing click rates were dropping. Overall performance was down.

Here's where most people stop and panic.

They start rebuilding from scratch, changing everything, hoping something sticks.

But we did something different. We asked a question first: What actually changed?

The copy was identical. The list was the same. The only variable was the design.

So we tested it. Ran the old design against the new one for 30 days.

The old design won.

5.98% click rate on the old design. 7.57% on the new one.

That's a 26% increase in clicks.

In 30 days, that difference was $7,754 in extra revenue. That’s almost $93k per year from one email just by going back to what actually worked.

Our assumption was that because the copy stayed the same, design wouldn't impact performance much.

Oooh baby were we wrong.

The lesson here is simple: test your hypothesis before you jump to a conclusion.

Before you make a big change, run a quick test.

Let the data tell you what actually works instead of assuming.

I’ll catch you next time,

Ben

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