-
Americas
-
Asia & Oceania
-
A-I
J-Z
EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more -
Middle East & Africa
EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
Regions
-
Americas
-
Asia & Oceania
-
Europe
-
Middle East & Africa
-
Americas
-
Asia & Oceania
-
Europe
Europe
- Adriatic
- Belgium
- Bulgaria
- Czech Republic
- Deutschland
- España
- France
- Greece
- Hungary
- Ireland
- Israel
- Italia
EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more -
Middle East & Africa
EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
SOLUTIONS
-
Research & Development
-
Real World Evidence
-
Commercialization
-
Safety & Regulatory Compliance
-
Technologies
LIFE SCIENCE SEGMENTS
HEALTHCARE SEGMENTS
- Information Partner Services
- Financial Institutions
- Global Health
- Government
- Patient Associations
- Payers
- Providers
THERAPEUTIC AREAS
- Cardiovascular
- Cell and Gene Therapy
- Central Nervous System
- GI & Hepatology
- Infectious Diseases and Vaccines
- Oncology
- Pediatrics
- Rare Diseases
- View All
Impacting People's Lives
"We strive to help improve outcomes and create a healthier, more sustainable world for people everywhere.
LEARN MORE
Harness the power to transform clinical development
Reimagine clinical development by intelligently connecting data, technology, and analytics to optimize your trials. The result? Faster decision making and reduced risk so you can deliver life-changing therapies faster.
Research & Development OverviewResearch & Development Quick Links
Real World Evidence. Real Confidence. Real Results.
Generate and disseminate evidence that answers crucial clinical, regulatory and commercial questions, enabling you to drive smarter decisions and meet your stakeholder needs with confidence.
REAL WORLD EVIDENCE OVERVIEWReal World Evidence Quick Links
See markets more clearly. Opportunities more often.
Elevate commercial models with precision and speed using AI-driven analytics and technology that illuminate hidden insights in data.
COMMERCIALIZATION OVERVIEWCommercialization Quick Links
Service driven. Tech-enabled. Integrated compliance.
Orchestrate your success across the complete compliance lifecycle with best-in-class services and solutions for safety, regulatory, quality and medical information.
COMPLIANCE OVERVIEWSafety & Regulatory Compliance Quick Links
Intelligence that transforms life sciences end-to-end.
When your destination is a healthier world, making intelligent connections between data, technology, and services is your roadmap.
TECHNOLOGIES OVERVIEWTechnology Quick Links
CLINICAL PRODUCTS
COMMERCIAL PRODUCTS
COMPLIANCE, SAFETY, REG PRODUCTS
BLOGS, WHITE PAPERS & CASE STUDIES
Explore our library of insights, thought leadership, and the latest topics & trends in healthcare.
DISCOVER INSIGHTSTHE IQVIA INSTITUTE
An in-depth exploration of the global healthcare ecosystem with timely research, insightful analysis, and scientific expertise.
SEE LATEST REPORTS
FEATURED INNOVATIONS
-
IQVIA Connected Intelligence™
-
IQVIA Healthcare-grade AI™
-
IQVIA AI Assistant
-
Human Data Science Cloud
-
IQVIA Innovation Hub
-
Decentralized Trials
-
Patient Experience Solutions with Apple devices
WHO WE ARE
- Our Story
- Our Impact
- Commitment to Global Health
- Code of Conduct
- Sustainability
- Privacy
- Executive Team
NEWS & RESOURCES
Unlock your potential to drive healthcare forward
By making intelligent connections between your needs, our capabilities, and the healthcare ecosystem, we can help you be more agile, accelerate results, and improve patient outcomes.
LEARN MORE
IQVIA AI is Healthcare-grade AI
Building on a rich history of developing AI for healthcare, IQVIA AI connects the right data, technology, and expertise to address the unique needs of healthcare. It's what we call Healthcare-grade AI.
LEARN MORE
Meet the IQVIA AI Assistant
Your new expert analyst is here. Be at the forefront of data-driven decision-making with a new generative AI tool that enables you to interact with our products and solutions like never before. Get results you can trust, faster.
LEARN MORE
Your healthcare data deserves more than just a cloud.
The IQVIA Human Data Science Cloud is our unique capability designed to enable healthcare-grade analytics, tools, and data management solutions to deliver fit-for-purpose global data at scale.
LEARN MORE
Innovations make an impact when bold ideas meet powerful partnerships
The IQVIA Innovation Hub connects start-ups with the extensive IQVIA network of assets, resources, clients, and partners. Together, we can help lead the future of healthcare with the extensive IQVIA network of assets, resources, clients, and partners.
LEARN MORE
Proven, faster DCT solutions
IQVIA Decentralized Trials deliver purpose-built clinical services and technologies that engage the right patients wherever they are. Our hybrid and fully virtual solutions have been used more than any others.
LEARN MORE
IQVIA Patient Experience Solutions with Apple devices
Empowering patients to personalize their healthcare and connecting them to caregivers has the potential to change the care delivery paradigm.
LEARN MOREIQVIA Careers
Featured Careers
Stay Connected
WE'RE HIRING
"At IQVIA your potential has no limits. We thrive on bold ideas and fearless innovation. Join us in reimagining what’s possible.
VIEW ROLESBlog
Gut instincts can cost you time and resources
Feb 15, 2018
Everyone wants to believe they write attention-grabbing headlines and use the best graphics and messaging to peek their reader’s interest. But figuring out which headline button placement, or color scheme will attract the most interest isn’t easy – and going on gut instinct is risky when every conversion counts.
A/B testing is a popular strategy among web developers to compare similar features on a site to see which one their audience reacts to so they can improve their campaign performance. It is a useful way to link response rates to various design elements -- and it is not just handy for websites.
Marketing professionals are increasingly using A/B testing to ensure that every aspect of their email campaigns is designed to capture their audiences’ attention and draw them through the content journey. It’s a strategic move that is paying off. You can use message testing and design features to help increase your open rates and drive conversions.
A 2016 Conversion Rate Optimization report found A/B testing is one of the most effective methods to drive conversion rate improvements. The report also found more than 90 percent of marketing companies either already use A/B testing (60%) or plan to adopt it (31%) in the near future because they believe it will help them improve conversions.
What do HCPs want?
A/B testing is an especially useful strategy in the healthcare space, where marketers may only have a split second to capture a healthcare professional’s attention with a catchy headline or call to action.
A/B testing allows marketers to test different communication options to see which delivers a better result. For example, if you are hosting an event and want to send an email reminding customers to confirm their attendance you might test whether more people click on “Registration closes tonight!” versus “Only hours left to register!”
Nexus Marketing makes it easy to conduct A/B testing. You can send “waves” of emails with slightly altered messages, formats, or designs to random segments of the population to see which one has the greatest impact. One of the great features of Nexus Marketing’s A/B testing is that it delivers instant feedback.
After the test emails are sent, the platform collects response metrics in real-time, and displays them in a colorful bar chart so you can easily see at-a-glance which version of your email is delivering a more positive response from recipients. You can use this real time data to refine your campaigns more rapidly. Knowing what’s working, and what’s not, can help give your marketers the confidence that the choices they are making will deliver the desired result.
5 lessons for success with A/B testing
- Define your metrics. To get the most value from A/B testing, think about your end-goal and how elements of your email affect that goal. If you want to improve open rates you might test your subject line, whereas if you want to improve click-through rates it may make more sense to test your call to action. Understanding the desired outcome ensures you test the element that is most important to the campaign.
- Do one thing at a time. It’s tempting to introduce lots of changes in test emails, but this will only cloud the results. Keep the test to one aspect of the email to be sure you understand what’s working.
- Decide how many people you are willing to test. If you are trying to improve conversions for a specific event or deadline, you may want to test a smaller targeted group to see what works best before blanketing your database; whereas if you are doing more general testing go bigger – the larger your sample size, the more accurate your results.
- Timing is crucial. Send test waves at the same time to avoid introducing external factors into your response rate.
- Watch the metrics. Nexus Marketing lets you see results in real time, so you can begin to see trends as soon as the campaign begins.
For more information on how to use A/B Testing check out Nexus Marketing’s handy step-by-step guide on how to use A/B testing and track results.