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    Enhance your marketing with A/B testing

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    Lesson
    3 min read

    Conduct an A/B test

    So, you know what an A/B test is and have determined exactly what you’d like to test. In that case, let the testing begin!

    How to run an A/B test

    Channel your inner scientist as you follow along with this demonstration of one of Klaviyo’s A/B testing features. In particular, we will run through how to test sign-up form content.

    Note: If you have at least 400,000 total profiles in your account, then you will qualify for sign-up form optimization tests. This option will appear when you select Create A/B Test. While this is not covered in the video, you can learn more about form optimization tests (as well as how to test campaigns and flows) in the gallery below.

    Conduct A/B tests across Klaviyo

    Follow the instructions below to conduct experiments across Klaviyo forms, flows, and campaigns.

    Campaigns

    When it comes to campaigns, you can either test send times or the actual campaign content.

    Before running a campaign A/B test, you must first build your original campaign content (e.g., an email or SMS). Once you have content ready to test, you should:

    1. Navigate to your campaign.
    2. Click Create A/B test in the campaign builder.
    3. Develop distinct variations of your content to test.

    Read more in-depth instructions on how to test:

    An example campaign email being tested with 2 variations.

    Flow messages

    Test a message within your flow to assess what kind of content resonates best among recipients.

    To test flow messages, you must:

    1. Click on the message within the flow builder.
    2. Configure the content if you have not already.
    3. Click Create A/B test.
    4. Create your test variations.

    Read more in-depth instructions on how to test your flow:

    An example SMS being tested within a flow.

    Flow pathways

    If you want to test your flow pathways, you can do so manually with a conditional split.

    Here’s how:

    1. Drag a conditional split into your flow.
    2. Configure your split to send to a Random sample of recipients.
    3. Set 50% of your audience to move down the YES path (this will act as the “control”). That way, the other 50% will move down a new NO path.
    4. Add your test content to the NO pathway and set your flow live.

    Read more in-depth instructions.

    An example of a flow with a 50% random sample conditional split in order to test 2 pathways of content.

    Sign-up form content

    As outlined in the video above, you can create an A/B test for a form within Klaviyo's Sign-up forms tab.

    In fact, there are 2 ways to start your test:

    • Click the 3-dot menu next to the form you'd like to test and select Create A/B test.
    • Open the form itself and click Create A/B test within the form builder.

    Read more in-depth instructions.

    An example of a form with a running A/B test.

    Sign-up form optimization

    Beyond testing form content, you can run an optimization test, during which Klaviyo uses AI to determine the best time for your form to display to website shoppers.

    Here’s how:

    1. Click into your form.
    2. Select Create A/B test.
    3. Choose the Optimization test.
    4. Edit your test settings and start the optimization test.

    Read more in-depth instructions.

    Screenshot example of Klaviyo's form optimization test feature.
    Conduct an A/B test