A/B testing campaign in automation workflow

  • 28/02/2023
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In this article, you will learn how to set up A/B testing campaign in automation workflow. 

If you’re unfamiliar with A/B testing, it’s a data-driven way to learn which Subject line, Sender’s name, Sender email address, or Email Content your recipients prefer. While setting up a campaign, you can set up the percentage for each path then customer data will flow down to the paths based on percentage. 

Add A/B testing to the workflow

1. New Automation Flow

Step 1: On the left sidebar > Automation Flow  > New automation flow > Select the preset > Click Next

Add A/B testing to new workflow

Step 2: Drag and drop A/B testing into the workflow.

To add the A/B test split to the automation workflow, simply drag the A/B testing block to the sequence.

Drag and drop AB testing into the workflow

Step 3: Edit split test

Edit split test

– A/B Testing Name: Enter a name to identify your A/B testing

– Variables percentage: Choose the percentage of recipients to whom emails A and B will be sent.

– Email status: There’re 2 statuses available (Active and Draft)

– Email subject: An email subject line is the first text recipients see after your sender name when an email reaches their inbox. 

– Sender name: Sender name (also known as from name) is the name displayed in your recipients’ inboxes.

– Reply-to email: Select the email address to receive the customer’s reply.

– Email content: Select design type you want and edit your email content

Click Save to save the edited result

We can also duplicate or delete the editing A/B testing.

Step 4: Choose the Save options (Save as draft/ Preview to Go Live) 

2. Existing Automation Flow

If you want to add A/B Testing to the old campaign:

Step 1: On the left sidebar > Automation Flow  

Step 2: Choose the existed automation flow from the list > Select the preset > Click Next

Step 3: Follow steps 2, 3 and 4 as mentioned above

Activities of A/B testing

Activities of A/B testinng

Let see the automation workflow above and let us explain how A/B testing works:

When customers place orders in your store, based on the preset percentages, they will receive an email on path A or B. This is entirely random distribution. You can see the results of each email right under them to easily compare and find out the best ones.

Estimating the result of the test

Finally, you will also want to understand what impact each of the paths had on the automation performance.                                                          

For example, the open rate is mostly determined by the subject line, preview text, or sender’s name. In contrast, the content of the email message determines your customers’ engagement and the number of orders they place.

That will help you to make a quick decision on the best path performer and switch your automation accordingly. 

  • Sent – number of messages sent;
  • Opened – open rate;
  • Clicked – click-through rate;
  • Failed rate – the percentage of email addresses in a mailing list that did not receive promotional messages because the recipients’ mail servers returned them;
  • Open rate – the percentage of subscribers who open the email out of your total number of subscribers
  • Click rate – the percentage of people who click on a link or image within an email. The email click rate may be considered a measure of the immediate response rate of an email, but not the overall success.

Need any help?

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