Setup
The focus of the test was how bike brands should market the benefits of e-bike use to potential buyers. To that end, the two assets were designed to test performance across the following A/B split:
- AMessaging focused on health benefits
- BMessaging focused on mobility benefits
A
B
Test Results
Attention Share and Engagement Share reflect the percentage of test-wide scoring accounted for by individual variants or demographics. Read more below in the Methodology section.
Aggregate Insights
The health-focused messaging produced more attention at the top of the funnel and even more engagement deeper down the funnel.
The strength of engagement around health messaging relative to its attention score suggests that general interest in the health benefits of e-biking is matched by genuine consumer enthusiasm as well — i.e., health messaging wins hearts as well as eyeballs.
Further testing could compare attention and engagement shares across different types of health messaging to identify optimal focus topics — e.g., heart health vs. joint health vs. mental health.
Gender-based attention and engagement shares reflect the relative attention or engagement per gender for each variant. Read more below in the Methodology section.
Gender Insights
Male participants showed a slight attention preference and a moderate engagement preference for the health-focused message.
Female participants exhibited significantly stronger attention and engagement preferences for the health-focused message compared to their male counterparts.
Further testing could target both male and female participants to determine which specific health benefits drive elevated interest from the female audience — e.g., heart health vs. joint health vs. mental health.
Further testing could also combine the same messaging split with an image of a male rider to determine whether the gender of the rider impacts attention and engagement among male and/or female participants.
Age-based attention and engagement shares reflect the relative attention or engagement per age bracket for each variant. Read more below in the Methodology section.
Age Insights
Participants across every age group except the 18-24 cohort both paid more attention to and engaged more readily with the health-focused message.
Participants in older cohorts — especially 65+ — paid significantly more attention to and engaged much more readily with both messages compared to their younger counterparts.
Participants in the 65+ cohort were almost equally likely to pay attention to and engage with both messages, suggesting a meaningful opportunity to entice older Americans by underscoring that e-bikes provide transformative value for individuals with mobility issues or limited endurance.
Further testing could target the 65+ audience with a message that combines both value props — i.e., get healthier AND get around easier — to determine if both benefits together drive more interest than either individually.
Methodology
This test was conducted with two message variants and a prequalified TCD audience of 14,703 likely adopters. Among those participants, 7.8% paid measurable attention to the test assets, and 2.4% registered measurable engagement.
Attention Score measures the likelihood that a message will capture eyeballs in the wild. It’s calculated using the rate at which test participants respond to a CTA to learn more about the subject.
Engagement Score measures the likelihood that a message will elicit a meaningful response from the audience. It’s calculated using a proprietary algorithm that weights measurable metrics — shares, saves, likes, etc. — in a way that has proven to be meaningfully correlated (r > .5) to real-world conversion behavior.
Attention Share and Engagement Share reflect the percentage of test-wide scoring accounted for by individual variants or demographics. For example, an engagement share of 25% means the variant or demographic in question accounted for 25% of the cumulative engagement score produced by all segments in the test.
