A/B Testing

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2 Minutes

A/B testing, also known as split testing, is used to determine which version of a single variable (landing page, email subject line, copy) will leave the most significant impact.

The original testing variable or control is called A in A/B testing. The term B refers to a new version of the original testing variable or a variation.

Why is A/B email testing important?

Using A/B testing in email marketing is one of the easiest ways to get to know your audience, improve metrics and increase conversions.

Testing the factors influencing your open rate (e.g., subject lines, preview text, etc.) will help you figure out what resonates with your subscribers. You can then optimize your future campaigns for more opens.

Similarly, by testing elements within your email, you’ll better understand what type of content and links your subscribers tend to click on. Your future emails can then be designed around what you know increases click-through rates.

Improving your open and click rates will increase the number of potential customers who visit your site. Ultimately, this will increase sales and improve conversion rates.

What can you A/B test?

As long as you have two variations of the test subject, you can A/B test it.

Email Marketing:

- Subject Line

- Sender Name

- Preview Text

- Timing

- Copy

- Image Size


- Call-To-Action Size/Color

- Headline Wording

-CTA Phrase

-Navigation Menu