Divide your audience into two random groups. One group receives version A, and the other receives version B. Change only one element, such as the subject line of an email, the text of a WhatsApp message, or the discount offered. Then compare the results and choose the version that performed better.

Why does it matter?

It lets you make decisions based on data rather than intuition. Small changes to a message or a call to action can make a big difference in your results, and an A/B test tells you which one works best.

For the result to be useful:

• Change only one variable per test.
• First, decide which metric you're going to track: open rate, CTR, or sales.
• Wait until you have enough data before drawing conclusions.

Don't confuse it with a control group: an A/B test compares two versions with each other; a control group compares taking an action with doing nothing.

Story mode

An online sports store wants to promote its new yoga line. Half of the audience receives an email with the subject line “New Yoga Collection,” and the other half receives one that says, “Lucia, your next yoga class starts here.” For example, the personalized version generates more opens and more sales. The store then sends it to the rest of its customer base.

How to Use It with Data4Sales

• Build the audience for each version using segments that are updated daily.
• Orbis Creative crafts a unique message for each client based on their information, to test more personalized approaches.
• Measure the results using attribution and a control group to see which version generates the most incremental revenue.

Related terms

• Control group
• Opening rate
• CTR
• Conversion rate