What do we use an A/B test campaign for?

An A/B test campaign involves comparing two different versions of something, such as an email or an advertising strategy.

The idea is to determine which of the two variants works best in terms of specific objectives, such as opening rates, clicks, conversions, etc.

In our case it can be used to evaluate what kind of content or marketing approach generates a better customer response.

This will allow you to make informed decisions and adjust your strategies for optimal results.

How an A/B test campaign should be used

Before you learn how to create and schedule the campaign, it is important to understand its main porpouse,

When we create an A/B test campaign, we are creating two different versions of a campaign that will be sent to two test groups (or more, depending on our preferences).

Between these two groups a winner will be chosen based on the number of openings that every campaign have had including clicks and conversation rate.

The winning campaign will be sent to all other contacts included at the initial scope. That is why it is important that the number of the test group be lower than the total scope.

If we have a range of 15,000 contacts for our campaign, the test group could be 1000, to 500 we would send campaign A and the other 500 campaign B (the shipping ratio between A and B can be changed). For instance, if the campaign A is the winner, it would be sent to the remaining 14,000 contacts.

A/B test campaign creation

To create an A/B test campaign, we will have to go to the module of Campaigns and we will select the subparagraph "A/B test campaigns". Here we will click on the symbol of "+ Test A/B Campaign".

Configuration Test A/B

In this section we will have to configure:

1. Basic data
2. Scope
3. Configuring the A/B test
4. Sender
5. Subject
6. Content

1. Basic data

In the "Basic data" option, we select the campaign criteria that determines the type of test we will create including different parameters such as: Subject, Content of the campaign or Sender name.

The campaign name is for internal use only.

Based on what we choose we will have different options to define.

2. Scope

In this section we can choose the type of communication (transactional or commercial) and to whom our A/B campaigns will be directed using the segmentation of our contacts or movements.

Once the segmentation criteria are chosen, we can click on "Update scope" to see how many total contacts the campaign would reach.

3. Configuring the A/B test

This is where we can customize our campaign most.

We will find several options to adjust:

5. The number of contacto for the test group
6. Based on what criteria the winner of the test will be selected
7. After how many hours or days the winner will be decided
8. The sending ratio between campaign A and B
9. Add more campaigns

Number of contact included on otest group:

As explained at the outset, it should always be much less than the scope of our campaign to be effective.

Select the winner by:

We will be able to select the winner of the campaign based on:

3. Opening ratio of the campaign: how many people opened campaign A vs. campaign B
4. Campaign clicks: how many clicks were made within that campaign (e.g. if they have only opened the email or have clicked on a link).
5. Campaign conversion: ex. number of reservations made from one campaign or from the other.

Ratio of sending campaigns:

You can adjust the percentage of people within the size of the test group to whom campaign A and B will be sent.

Normally the optimal ratio is 50/50.

Add campaigns:

It is possible to add more campaigns: C, D, E...

In this case we will have to enter the sending percentage of each of them until we reach 100%. total.

4. Sender

In this section we will choose the origin of emails that customers will receive.

We will have to select a sender name and email. If we have selected "Name of sender"  in our criteria in the section of Basic data, we will be able to choose different names and emails for campaign A and B.

5. Subject

Here we can select the subject of the email and the preview text (It is usually the one in the notifications).

If we have selected the "Subject" option as criterion in the Basic data section, we will be able to choose different names and emails for campaign A and B.

6. Content

Here we can select the templates we will use for our campaign.

If we have selected the "Content of the campaign" option as criterion in the Basic data section, we will be able to choose between different templates for campaign A and B.

Send campaign

Once we have completed all required fields to setup our campaign, we will click on "Send campaign" so we can choose between sending right now or schedule a date and time that fits the better.