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A/B Testing in Campaigns
A/B Testing in Campaigns
Vincenzo Ruggiero avatar
Written by Vincenzo Ruggiero
Updated over a week ago

What is A/B testing?

A/B testing, also referred to as bucket tests or split-run testing, is a method used to compare two versions of an asset, such as an email, to determine which one performs better. In the context of email campaigns, you can create Version A and Version B of an email, allowing you to test different elements and strategies to optimize campaign performance.

The Golden Rule of A/B Testing

While you technically have the freedom to modify multiple elements within your A/B test emails, it's recommended to focus on testing one element at a time. It may seem obvious, but if you modify more than one feature of your email, it’ll be impossible to identify what caused the increase (or the drop) in opens, clicks, or any other KPI you want to improve.

Run A/B testing in Overloop

  1. Enable an A/B test

    • You can add a new Email A/B test step.

    • Or enable A/B testing for an existing email step.

  2. Configure A/B test parameters. You have the flexibility to define the variations between Version A and Version B of your email. This includes modifying elements such as the email subject, content, layout, or call-to-action.

  3. Performance analysis and reporting. In the campaign Performance tab, you can access detailed reports for each version of your email. Metrics such as the number of emails sent, opens, clicks, replies, page visits, bounces, and opt-outs are provided, allowing you to assess the effectiveness of each version.

  4. Choose the winning version. When you got enough data and you're ready to stop the test, you can turn the A/B test off. You must then decide which version will remain as the primary email going forward, based on the performance data.

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