American Furniture Warehouse wanted to conduct further A|B testing with our digital marketing efforts in all markets. Although our digital efforts already targeted Hispanics, we wanted to explore not only different languages on the creative, but also different creative call-to-actions (CTA) for measuring customer engagement.

Our A|B testing included different languages and different creative CTAs, which generated eight total sets of digital assets. These digital ads were prepared with both static and dynamic creative sets. Next, we wanted to explore different creative messages to offset the major retail holidays in the furniture industry (i.e. Memorial Day, 4th of July, Labor Day, etc.). Would the consumer be interested in the urgency to shop during a major holiday and check out what’s on sale? Or would they be captivated by a beautiful image showcasing our blogger with their new furniture in their home and want to read more about it? The duration of this testing time period will be even more important during non-holiday retail months throughout the year.

During the month of July the insights concluded:

- Colorado: For cross-device display Hispanics clicked on the Event Creative 50% more, as compared to the Generic Creative CTR.

- Arizona: Hispanics clicked on Generic Creative 38% more, as compared to the Event Creative CTR. 

- Texas: Hispanics clicked on the Event Creative with 33% more, as compared to the Generic Creative with a CTR.

Each market has unique challenges with reaching our intended audience. In Colorado, there is a rich 45-year history of the AFW brand; whereas in Arizona we’ve been in business for approximately 7 years. The Texas market is a top 5 market in the U.S. and the AFW brand has only been in the market for about a year. During the summer of 2020, they opened their second store in the Houston area.

It is important when evaluating A|B testing to realize that testing takes time and patience. We hope to have a better understanding of this testing after at least six months of results, so that we can make adjustments to our digital strategy for 2021.