Content A/B testing is a method where two different versions of the same content are compared to see which performs better in achieving the desired goal.
In LianaMailer, you can optimize conversions, meaning the number of clicks on a newsletter, by creating an A/B test. In newsletter A/B testing, the content that receives more clicks is sent to the majority of recipients. Besides content, you can also create A/B tests for the newsletter subject line, where the metric used is the number of opens.
Subject Line A/B Testing
A catchy subject line encourages the recipient to open your newsletter. Try testing two or more subject line options to improve the open rate of your messages.
In a subject line A/B test, 10% of recipients receive a test batch of messages with the selected subject lines. After the waiting period, the version with the highest open rate is sent to the remaining 90% of recipients.
Under the newsletter title in the Advanced settings section, you can set a custom preheader for your chosen version.
How Content A/B Testing Works
For an A/B test, two versions of the newsletter are created, which you can name as you wish. Naming both versions helps with reading the report, but the selected names are not visible to recipients.
Both versions of the newsletter are first sent to 5% of recipients each (a total of 10%). After the waiting period, the best-performing newsletter is automatically sent to the remaining 90% of recipients. The winning metric for the A/B test is the number of clicks.
You can set your preferred waiting period when creating an A/B test. The minimum waiting time is one hour. Please note that the time of sending affects the sample size: for example, messages sent early in the morning may not reach a significant sample for testing purposes.
How to Create an A/B Test
1. Create a second version of your newsletter by clicking Create A/B test in the newsletter editing view.
2. Optionally, give names to both versions.
3. Choose the waiting period for A/B testing – i.e., how many hours you want the test to run.
4. Create alternative content for the second version. You can edit both versions (subject line and content) by selecting the desired version from the upper right corner of the editor.
5. When sending a preview email, you will receive both versions of the newsletter in plain text and HTML format, four messages in total.
6. If the preview emails look as expected, you can send the messages.
7. The ongoing A/B test will appear as a scheduled send on the LianaMailer homepage.
The recipients and sending settings defined in the original newsletter are used in the sending process. In the Summary section, you can also compare both versions before sending.
Reporting
In the reporting section, you can view both versions of the A/B test separately, allowing you to examine the analytics of each version in detail.
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