A/B Testing to Boost Engagement on Carousel Posts
Starting Point
The company faced a challenge with user engagement on carousel posts. While these posts contained valuable information across multiple slides, users were only engaging with 1 or 2 slides on average, missing out on the majority of the content. The goal was to find a way to increase engagement and encourage users to swipe through more slides.
Role & Responsibilities:
As the lead on this project, I was responsible for designing and implementing a solution to boost user engagement on carousel posts. My goal was to understand the engagement patterns and test different approaches to optimise the user experience.
Key Contributions:
A/B Test Planning & Execution:
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Planned and organised an A/B test to track engagement levels across two distinct carousel post types.
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Designed one carousel post with unique assets for each slide, ensuring that each slide could stand alone while still maintaining value.
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Designed a second carousel post where each slide was visually and conceptually linked to the next, creating a continuous flow of content that encouraged users to swipe through to the end.​
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A/B Test Implementation:
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Conducted the A/B test, measuring key metrics such as engagement rates including likes, comments & saves.
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Analysed the data to determine which carousel post format resulted in higher user engagement.
Results:
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Increased Engagement: The continuous carousel post, where each slide was linked to the next, boosted engagement by 33% compared to the standalone slide approach.
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Extended Save Activity: 40% increase in saves demonstrating a significant improvement in engagement with additional content.
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Long-Term Impact: Armed with these insights, I implemented the continuous carousel design in all future posts, leading to an overall 36% boost in engagement across the board.
Conclusion:
By analysing user behaviour and testing different carousel post formats, I was able to identify a clear strategy for improving engagement. The continuous carousel post not only increased user interaction but also provided valuable insights that led to sustained improvements in engagement. This case demonstrates the power of data-driven experimentation and its ability to drive tangible results.
