A/B Testing

Optimize your messaging strategy with A/B tests to identify data-driven improvements to emails for increasing customer engagement.

Overview

You can use the A/B testing functionality in the Journey Manager to test variations in your email content (for example: subject lines, visual assets, or calls to action). A/B test reach for each version can be configured by percentage.

When a test is running, customers will receive a version of the message in the test (that is: the original message is not sent out to customers). Results for A/B tests can be viewed when a test is running or completed.

A/B Test Message Editor

A/B Test Results View

Key Benefits

By testing variations in your email messages, you can compare versions of a variable in your email content to determine if a version performs better based on customer engagement. Using the A/B test feature in the App gives you full control over testing your email content, as well as access to live results during an active test.

A/B test results based on open rates and click rates provide measurable outcomes for determining if changing a component in your emails can lead to real increase in customer engagement.

Configuring A/B Tests

The following section describes the configuration required for A/B testing.

Customer Requirements

To use A/B testing for your email communications, you need the following setup:

• Use Journey Manager to configure email messages

When A/B tests are configured in the Journey Manager module in the App, the original message will be replaced by the versions in your A/B test based on the configured reach for each version during the test.

For further information on configuring A/B tests, see our user guide documentation.