Once you have created a campaign touch and assigned an audience to it, you can create an A/B, or multivariate, test within the campaign creation flow. You can also create an A/B test for an active campaign by editing the campaign.
An A/B test will send two to five versions of an email to determine which leads to a higher conversion rate. This article explains how to set up an A/B test. You can also check out our video on A/B testing here.
Select A/B Test as the Campaign Type.
Enter an A/B Test Name.
ENTER CONTENT FOR VARIANTS
Starting with Variant A, enter email content:
Enter a percentage of recipients to which the email variant will be sent. The percentages must add up to 100%. Click Re-balance to evenly distribute the percentages.
Enter a Variant Name.
Enter Content. See Enter Your Message for more information.
When you are done editing Variant A, click Variant B to edit its content.
Click + Add Variant to include more than two variants for your A/B test. Up to five variants may be added.
Click Save & Continue.
1. Different subject lines:
Variant A: “Top 5 Best Dry Food Brands for Lily Bean”
Variant B: “Top 5 Best Dry Food Brands”
2. Show/hide prices
3. Different images in the email content
4. Different call-to-action labels on buttons
Variant A: “Check It Out!”
Variant B: “Buy Now!”
For best practices for running A/B tests, see our blog.
SELECTING A WINNER
When running an automated campaign and the campaign has run long enough to achieve statistical significance, the next step is to select a winner for the campaign. By selecting a winner, the remaining recipients will receive the email campaign that performed better. Select a winner by following the below steps.
1. Navigate to the active campaign with the A/B test.
2. Click the A/B Test tab at the top of the campaign.
3. Navigate to the bottom of the page.
4. Click the Select as winner button on the applicable variant.
By selecting a winner, this campaign will turn into a single-content version, sending the version that has been selected as the winner. The A/B versions will no longer be available.