# A/B Testing

## Overview

You can use the A/B testing functionality in the <code class="expression">space.vars.Product\_App</code> 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.&#x20;

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.

{% hint style="success" %}
Save time by using our AI tool to generate A/B test message variants automatically. Just select the message you want to use for your A/B test, enter the details related to the area to improve (for example: message subject), and our AI tool will build a draft A/B test variant that you can customize.
{% endhint %}

{% tabs %}
{% tab title="A/B Test Message Editor" %}

<figure><img src="https://1156682959-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-LPf1Lv1YUuLYva6LrXQ%2Fuploads%2FCwXCroH9tk0LtOaOhK87%2FABTestVariants.png?alt=media&#x26;token=c411d9f1-e783-4b49-95f4-a12a72693ec0" alt="Message editor view for test message variant" width="563"><figcaption></figcaption></figure>
{% endtab %}

{% tab title="A/B Test Results View" %}

<figure><img src="https://1156682959-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2F-LPf1Lv1YUuLYva6LrXQ%2Fuploads%2Ff27o4NwGVXOb4aaHxs7Q%2FTestResultsMultiLang.png?alt=media&#x26;token=b2524a23-efcc-467c-9b17-71c16871c6e8" alt="Example A/B test results for active test" width="563"><figcaption></figcaption></figure>
{% endtab %}
{% endtabs %}

### 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 <code class="expression">space.vars.Product\_App</code> 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:

* Configure email messages in the <code class="expression">space.vars.Product\_App</code>

When A/B tests are configured in the <code class="expression">space.vars.Product\_App</code>, 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.

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#### Check out the parcelLab guides

For further information on configuring A/B tests, see our [user guide documentation](https://how.parcellab.works/guides/experience-design/automation/a-b-tests).
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