Enabling A/B Testing

A/B testing is a great way to try different approaches to get more conversions out of your abandoned cart emails. The steps below will guide you through the process of setting it up and how to get the most out of it!

Creating the A/B Test

  1. Navigate to your Cart Abandonment Campaign or Browse Abandonment Campaign.
  2. Select A/B Split Test and then Create New Test.
  3. Select your test type, either a Subject Line Test or Content Test.

Subject Line Test

  1. Select Subject Test and Continue.
  2. Enter the new subject line to test. The current subject line can be imported in using the copy button. Click Continue.

  3. Confirm & Launch Test will make the new subject line live and will send to your customers 50% of the time.

Content Test

  1. Select Content Test and Continue.
  2. Enter the new email to test. The current template can be imported in if you have saved it using the Template Library. Click Continue when finished.

  3. Confirm & Launch Test will make the new subject line live and will send to your customers 50% of the time.

Email Content Tips

We recommend using a support tone in the first email. For the second and third email, messages that communicate the benefit to a customer or create a sense of urgency are more likely to be opened. Be sure to know your audience and stay true to your brand, whether it's chic or silly.


  • The headline of your email is the first thing your customers will see after opening your email. Be sure it's consistent with your subject line. For example, if your subject has a support tone ("Oops, did something go wrong with your order?") your headline should too ("Is there something we can do to help?").


  • Try using different photos to determine which ones are most eye-catching for your customers. Don't forget, it's possible a photo might not load correctly for some email clients, so don't depend entirely on photos to get your message across to communicate your message.


  • Try varying the length of your email. Are your customers more likely to click an email that's short and sweet, or one that takes the time to paint a picture, tell a story, or tap into their personal experiences?


  • Having too many or too few links in your email can affect your customer's decision to click through. Try varying the number of links you include, and be careful to make only one clear call to action.

Other Things to Include:

  • Company Name
  • Contact information
  • Call to action
  • Link to cart page

Check out our example email campaigns for more ideas!

Subject Line Tips

Try changing one or two words or vary the length, rearrange the order of the words, change the offer you're making, or add personalization such as the customer's name. Not sure where to begin drafting up new email subject lines? Check out our guide to writing effective subject lines for ideas!

Other Tips

  • Not sure if you should run a subject or email content test first? We recommend optimizing your subject line first. Once you've got people opening your emails, then you can start optimizing your email content.
  • Focus on one variable at a time to get valuable data from your test results. For example, if you change the subject line, leave the email content the same.
  • There's no one perfect way to run an A/B test. The best approach is to just go for it and tweak your emails as needed!
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