Enabling A/B Testing

A/B testing is a great way to try different approaches to get more conversions out of your cart & browse abandonment campaign. 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

Note: Subject line tests allow you to test two subject lines at the same time to see which performs best.

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

  4. Confirm & Launch Test will send the new subject line to 50% of your customers for the duration of the test.

Content Test

  1. Select Content Test and Continue.
    1. Content Tests allow you to change the actual content within the email to see which performs better.
      1. This could be changing any of the following:
        1. Call-to-Action button wording and/or color
        2. The hero image above the fold
        3. The body copy of the email
        4. The preview text 
        5. Etc.
  2. Enter the new email to test. 
    1. The current template can be imported in if you have saved it using the Template Library
  3. Click Continue when finished.

  4. Confirm & Launch Test will make the new subject line live and will send to your customers 50% of the time.
    1. Note: We recommend only changing one part of the email content per test to see which different elements entices the customer to complete their purchase.

Email Content Tips

  • First Email: Use a supportive tone.
  • Second &Third Emails: Highlight customer benefits or create a sense of urgency. 
  • Headline: Align with the subject lines tone
    • 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 be too ("Is there something we can do to help?").
  • Pictures - Use engaging images but ensure your message is clear without them
    • Try testing 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.
  • Length - Test shorter and detailed emails to see what resonates best
    • 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?
  • Links - Experiment with the number of links, ensuring you only have ONE clear call-to-action.
    • Having too many or too few links in your email can affect your customer's decision to click through and finalize their. 
    • 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 line or email content test first? We recommend optimizing your subject line first. Once you've got people opening your emails, you can then start optimizing your email content piece by piece.
  • Remember to focus on just ONE variable at a time to get the most valuable data from your test results. For example, if you change the subject line, leave the email content the same while the test is running.
  • There's no one perfect way to run an A/B test. The best approach is trial & error and to tweak your emails as needed!
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