Experimenting with A/B testing

One of the options of actively experimenting to achieve the best result is the A/B test. You send a version of your email (version “a”) to 5 to 25 percent of your contacts, and the same percentage of these contacts receive version “b”. Next, we analyse the results and Webpower automatically sends the most successful version to the remaining addresses.

The advantage of this A/B testing is that the majority of the contacts receive the best version of the mailing, as a result of which you get the most out of your email. Moreover, a recipient is not aware that he is part of a test and will not change his behaviour, therefore. Furthermore, you do not need to make an effort to send the winning version of the A/B testing: Webpower determines which is the winning version and automatically sends this to the remaining contacts.

Variation possibilities

The possible variations in an email are endless. For example, you can vary by time of sending, subject, preheader, product range, service relating to the product, price, discount, buttons, text, images, colour combinations and so forth. Do not change everything at the same time but vary, for example, only the pictures, see what works best after sending it and then change another element. You can read more about the variation possibilities in our blog article A/B testing – from A to Better email marketing.

Frequently asked questions

One way to actively experiment with ways to get the best results is an A/B test. You send a particular version of your email (Version A) to 5 to 25 percent of your contacts, and you send Version B to the same number of contacts. Afterwards, we analyse the results, and Webpower will automatically send the most successful version to all the other addresses.

You can perform multivariate tests in Webpower with 2 to 4 versions of your email. This might sound complicated and time-consuming, but Webpower allows you to complete an A/B test in 5 steps:

Step 1

Create 2 or more variants of your email, using different sender names, content (text, call-to-action), subject lines or times at which you send the message, for instance.

Step 2

Go to Send in the menu and select the tab A/B test.

Step 3

Create a recognisable name for the A/B test.

Step 4

Choose the variants of the email you would like to use.

Step 5

Determine within which group(s) you want to send the A/B test.

Step 6

Determine the size of the test groups using the slider.

Step 7

Select the winning criterion.

Step 8

Determine when the best variant is sent to the other addressees.

Step 9

Check all the information for accuracy and send the email. You can view the results in the Statistics overview. In the menu to the left, you will find specific numbers regarding the A/B test.

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