Using A/B testing campaigns
A/B tests (or multivariate tests) can be used to evaluate the performance of your campaign on a sample of your filter. The testing possibilities are up to you, whether you want to test the design object, or the content.
You can choose to send different emails to a small percentage of your database simultaneously for testing.
The best performing message will be selected automatically, according to the criteria you have chosen. It is not possible to choose manually. Note that in the event of a tie, the first version tested will be selected and then sent to all your remaining recipients.
Creating an A/B test campaign
To create an A/B test, create a One-Shot campaign and choose your initial population. Select Send an A/B Test and enter the date and time you wish to launch the test.
The A/B test will only take a sample of the population, retaining the remaining recipients for the final action.
Configuring the A/B test
Sample
The Sample tab lets you select the number of branches for your test.
If you wish to test 2 messages, click on 2. If you wish to test 3 messages, click on 3.
You can then select the sample size, which is then divided by the number of branches chosen. The recipients in the sample are selected at random from the initial population.
Winning variant
The Winning variant tab contains the validation mode. You can define a date and time for the automatic selection and dispatch of the final message.
Automatic selection criteria
Splio select the most effective message for you. You can choose your validation mode according to one of the two available criteria:
Best open rate (unique openers): to test the impact of the email subject line
Best click rate (unique clickers): to test the content of an email (design, messages, call to action placement...)
To make its selection, Splio will analyze, at the set date and time, all the statistics of the message tested according to the chosen criteria. In the event of a tie, the platform will choose the first variant as the winning variant.
Then, your message will be selected and sent automatically at the time and date you have decided to the remaining audience. When the final message is sent, it is available in the campaigns list within your A/B Test campaign.
Timing the campaign well
Test one thing at a time
To succeed in A/B testing, you need to test only one thing at a time so you can analyze your results: either the subject line, the pre-header, or both or the content of your designs. It is important to isolate the tested area so that you can later identify what produced the results.
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Simultaneous and continuous testing
Challenge yourself with new tests: even if you need to focus on one thing at a time, you can always run several A/B test campaigns in parallel. For example, you can test length, urgency, the mention of a promotion, or use of the recipient’s name.
Have a clear objective in mind
You need to increase the open rate: focus on the subject line and pre-headers
You need to increase the click-through rate or subscriptions: focus on your content.
Subject line
word order (try reversing the order)
tone (neutral, friendly, provocative)
length (try shorter, try longer)
personalization (try including their first name)
Pre-header
Try and introduce pre-headers to trigger the customer’s curiosity and open your emails, the more they are linked to the subject line, the better.
Content
It's all about the visuals. Rearrange the positioning of the product catalog to achieve a different impact and increase the click-through rate.