“The Art of A/B Testing in a 10-Minute Delivery Window”

In the realm of Quick Commerce, the notion of speed transcends mere delivery; it encompasses the entire decision-making process. With Q-Com platforms conditioning consumers to anticipate exceptionally rapid service, it becomes imperative for brands to adapt their testing strategies accordingly.

To effectively conduct high-impact A/B tests in an environment characterised by 10-minute delivery, consider the following two significant strategies:

A. Test One Variable at a Time (But Expediently) & monitor real-time personalised data. 

Traditional A/B tests often span several weeks; however, in Q-Com, such a timeframe is untenable. Hence, concentrate on a single critical variable per test, be it product images, pricing, CTAs, or bundled offers, and assess the results as soon as possible. 

Additionally, utilising real-time, personalised data specific to pincodes, as well as city-level offers, provides near-instant visibility into performance metrics. Disregarding this information represents a significant opportunity lost for brands. 

Here’s what brands can & must do- 

For example, execute city-specific tests (for example, “Mumbai: 25% off” versus “Bangalore: Buy 1 Get 1”) and expand upon the strategies that yield positive results. Prior segmentation is essential for this purpose.

B. Leverage Urgency-Driven Messaging

In a 10-minute delivery window, indecision can severely hinder conversions.

Advertising on Meta is picking up amongst brands on Q-Com, as they drive and divert leads. Why not play with a prompt, but smartly! Experiment with urgency-driven prompts such as:

- “Pets Corner: Your favourite pet shop is now online- SHOP NOW” (as opposed to generic availability messages)

 - “Pet Care Supplies in MINUTES- ORDER NOW” (in contrast to a lack of time-sensitive offers)

In Quick Commerce, A/B testing should not focus solely on achieving perfection; instead, it should emphasise speed and relevance. Brands that successfully operate on Q-Com platforms do not merely test; they continuously iterate in alignment with their customers’ immediate desires.

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