Mobile A/B Testing

Run A/B tests in Bluecore Communicate for mobile messaging to test your campaigns and make data-driven decisions about which areas are performing best. 

Send different variants to a subset of your audience to compare results and understand variant performance on product recommendations or promotional offers, click rate, conversion rate, click through rate, or revenue per message. Mobile messaging A/B Test suggested use cases include:

• Incentives - Coupon variations, use of giveaways, minimum orders, and chance-to-win programs
• Content - Copy length, branding language, and personalization using attributes
• CTAs - Product Detail Pages vs Generic Product Pages vs Landing on Cart
• Visualization - Emojis, Images, and GIFs
  • Interesting Fact: MMS cost 3x more compared to SMS, so make sure you're adding valuable imagery, like these examples below, to enhance campaign performance.
    • Lifestyle Graphics/People Images
    • Dynamic Product Images
    • Static vs Giphys
    • Link Preview vs Pure MMS

To review setting up A/B tests for Communicate Email campaigns, read this article, or watch this video to get started.

Mobile messaging

Run a regular A/B test within Bluecore mobile messaging campaigns.

Getting started

Get started by creating a campaign or editing a campaign. After you’ve configured the campaign settings, follow the below steps.

1. Navigate to the Message tab of the campaign.
2. Select campaign type of A/B Test.
3. Select the Test Type of what’s going to be tested during this experiment: incentives, copy, personalization, call-to-action, visualization, or other.
4. Enter an A/B Test Name. This is an internal only name that’s used for organization and analytics.
   

Creating the variants

After the above settings of the A/B test have been configured, the next step is to create the variants that are being tested. Up to five variants may be added.

1. Enter a percentage of the audience to which this variant will be sent to. The percentages must add up to 100%. Click Re-balance to evenly distribute the percentages.
2. Enter a Variant Name. This is an internal only name that’s used for organization and analytics.
3. Configure the message for each variant. Learn more about creating a mobile message here.
4. After the first variant is set up, set up variant B. Then, click + Add Variant to add up to five variants.
5. Once the variants have been configured, click Save & Continue in the lower right-hand corner.
6. Then, Save & Launch the campaign!

Selecting a winner and analytics

When running a triggered A/B Testing campaign and the campaign has run long enough to achieve statistical significance (usually between 2 to 6 weeks of campaign run), the next step is to select a winner for the campaign. By selecting a winner, the remaining recipients will receive the email or mobile messaging 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 Go to A/B Test Analytics link. This link will navigate you to the A/B Test Analytics page to help you review the results and ongoing performance for this campaign.
   
4. Navigate to the bottom of the page.
5. 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.