Best conversion moment and post-factum A/B testing

Whether your want your user's to rate your product or buy their next one, there's always a best time to convert.

We've seen what can happen when campaigns are sent too soon or too late. The goal is to find the sweet spot right in the middle by going on a journey from good to best conversion moment.

Let's look at a few ways you can find your best conversion moment.

The journey from good to best conversion moment

Most companies we work with already have a good idea of when their users are likely to convert. But we're not looking for good here, we're looking for the absolute best moment.

For that, you need to go on a journey with your users. Test, iterate, and test again until you find the perfect formula for your brand.

To show how you can achieve this, let's look an example for a printer company selling replenishables:

• Good conversion moment: Send a campaign two days after a user sets up their printer
• Great conversion moment: Send a campaign when the paper in the device is at 20% capacity
• Best conversion moment: Send an in-app message with 10% off when the paper runs out and the event "paper empty" is triggered

Find your best conversion moment with post-factum A/B testing

We all know and understand the benefits of testing two images or headlines against each other to see which works best.

So what's post-factum A/B testing? Well, it's a way of reverse-engineering that process to find out not what you should say, but who you should say it to. You can do this by testing across a broad audience and tracking which segments have the highest engagement and conversion rates.

Let's look at an example for a lightbulb brand that wants to sell more lightbulbs to existing users:

• Step 1: Send a one-off campaign to your entire active audience
• Step 2: Use Copilot.cx to find trends among users who converted – for example: using their existing lightbulb daily and using the morning routine feature every weekday (this is the best conversion moment)
• Step 3: Create a new segment for this audience and set up an ongoing campaign that only targets them
• Step 4: Set up additional campaigns to push more users into this segment by reaching the same usage criteria