An A/B Experiment tests different versions of the same email to determine which has a greater effect on your targeted goal. Clutch will randomly select a small group of your recipients to participate in the test. Half will receive version A, the other half will receive version B.
A/B Testing shows that small iterative changes can lead to a big impact. For example, if your goal is to optimize email opens and you have the same email with two different subject lines, you can run an A/B test to see which email is opened more. The results and reports allow marketers to easily identify improvements and implement change that drives ROI.
By running an A/B Test, you will be able to see which email will consistently show greater results toward achieving your goal. There are two different goals that you can choose for A/B Testing. The first is to optimize revenue. The second is to optimize engagement.
Optimizing Revenue
- AOV – does my email drive up the average order value?
- Total number of Purchases – does my email increase the total number of purchases?
- Spend per Customer – does my email increase the spend per customer?
- People who receive email A make 10 purchases per year
- People who receive email B l make 2 purchases per year
Optimizing Engagement
- Open – Percent of users who opened the email at least once out of those who received it
- Click Through – Percent of users who clicked on at least one link out of those who received it
Example
If you have 1000 total people, and you are testing 10% of these people, 100 people will receive an email. 50 people will receive email A; 50 people will receive email B. Reporting is only done on those 100 people to determine the winner.
