Optimized A/B Splits automatically directs your SMS subscribers to the best-performing message variant in your campaigns and automations. This eliminates the need to manually monitor and adjust A/B tests, ensuring subscribers consistently receive the most effective messaging. By using Optimized A/B Splits, you can:
- Enhance click-through and conversion rates, leading to more sales and revenue.
- Eliminate the need to manually analyze test results and adjust traffic allocation by automating optimization.
- Deliver the most effective messages to ensure higher engagement and satisfaction among your subscribers.
- Gather performance data for each variant to understand what resonates best with your audience.
- Testing different messaging strategies to minimize the chance of sending ineffective messages to your entire audience.
In this article, we'll walk you through how Optimized A/B Testing works, how to set it up, and share some key information about Optimized A/B splits.
How Optimized A/B Testing Works
A/B testing is a go-to marketing tool to take the guesswork out of what products, messages, or campaigns will be well received. By testing multiple options, you gather useful data that will help you make informed decisions. We've made it even easier by optimizing the testing and analysis so you can more easily conduct tests.
Here's how it works:
- Create two (or more) different campaign or automation messages.
- We compare your results. We'll determine which message has a higher conversion rate (CVR) or unique click-through rate (UCTR). That message is your more effective message.
- The more effective message automatically gets sent to the rest of your subscriber segment.
Create an Optimized A/B Split
- First, create a new campaign flow or open an existing draft flow
- Next, drag the Optimized A/B Split action into your flow.
- Set your test group size. These are the subscribers that will travel through this action immediately and their actions will determine the winning message.
- The percentage you choose for your test group will automatically update your winner variant percentage with the remaining subscribers
- Next, decide how many branches you'd like to equally divide your test group into, up to 5.
- From there, determine how long you'd like to let your test run. While campaigns are typically meant to go out quickly, the more time you allow your test to run, the more confidence you can have in the winning branch. Optimized A/B Splits support tests for as little as 1 hour, and up to 10 days.
- Now you can select what data point will determine the winner, choosing from Unique Click-Through Rate (UCTR) or Conversion Rate.
- Finally, save your Optimized A/B Split settings, and add message content for each of the branches.
Key Information
- A flow can only have one Optimized A/B Split action
- Traffic is initially distributed evenly among variants to ensure unbiased testing
- Editing a flow with an active test will restart the test with equal traffic distribution
- You can stop an active test at any time, fixing traffic allocation at their current percentages
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