Daniel Burstein

A/B Split Testing on Facebook Tabs

November 28th, 2012

Here’s a look at a recent test that Zuzia Soldenhoff-Thorpe, Senior Research Manager, MECLABS, ran on the “Newsletter” tab of the MarketingSherpa Facebook Page.



Here is a look at Zuzia’s hypothesis before she ran the test …

“The control tab lacks value and is very general, which could cause anxiety to visitors because it’s not clear what they would receive if they enter their email address. The treatment page will provide customers value by having a clear headline and subheadline. It will also provide a list of subscriptions a visitor would receive by putting in their email address.”

Primary Research Question: Which tab test will generate the highest conversion rate?

Variables That Will Be Tested: Headline, subheadline, information layout

What We Will Learn: If the treatment wins over the control, this means that visitors prefer a more informational tab rather than a very general one.




The control gave visitors the option to subscribe to the MarketingSherpa Inbound Marketing Newsletter.




The treatment gave visitors the option to choose which MarketingSherpa newsletters they would like to receive.

The treatment provides a more informational headline and subheadline, emphasizing the collection of case studies and research. The list of the subscriptions immediately tells customers what they can receive.



The treatment received 22.3% more conversions. (Note: This was a small sample-size test.)


What you need to understand

Visitors prefer a more informational tab emphasizing each subscription.

“It seems that our Facebook fans prefer to have control on what to check for their newsletter rather a more general option,” Zuzia said.


Related Resources:

Social Media Marketing: Should Facebook host your landing page?

Facebook Marketing in Six Steps: How to successfully manage your fan page

Social Media Marketing: How I found the Facebook topic that was 371% more effective

Social Media Marketing: Facebook app boosts engagement, adds 23,000 fans and lifts website referrals 238%

Daniel Burstein

About Daniel Burstein

Daniel Burstein, Senior Director of Editorial Content, MECLABS Institute Daniel oversees all editorial content coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the editorial direction for MECLABS – working with our team of reporters to dig for actionable information while serving as an advocate for the audience. Daniel is also a frequent speaker and moderator at live events and on webinars. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog. Prior to joining the team, Daniel was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Daniel has more than 15 years of experience in copywriting, editing, internal communications, sales enablement and field marketing communications.

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  1. Judi
    November 30th, 2012 at 09:30 | #1

    I really like allowing subscribers to select the content they prefer to receive. But what happens when a subscriber “opts-out”? Is their email removed from the system entirely? With my current email provider system, if a subscriber wants to stop receiving a particular email, they wind up opting out of the entire system.

    I’m searching for an email service provider that would allow users to customize their preferences beyond a black/white choice. Any suggestions?

  2. September 12th, 2013 at 18:26 | #3

    Hi Daniel,
    I’m curious, what do you use to split test on Fb tabs that are mobile compatible?

    • September 13th, 2013 at 12:25 | #4

      Thanks for the question Samuel.

      The last project I worked on, Facebook tabs weren’t mobile compatible, so not sure how you can split test them. Maybe I’m missing something?

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