Email A/B Testing Overview

A/B Testing in Email Broadcasts is a great way to optimize your emails to nurture leads and make more sales.

Create an email A/B test

Step 1. Create an email broadcast

To create an Email A/B Test, you will first need to create an Email Broadcast.

Learn to create your Email Broadcast.

Step 2. Create and edit your email A/B test

In step 2 of creating your Email Broadcast, Step 2. Edit content, you can begin to create your A/B test.

To create your A/B Test:

Open your Email Broadcast Editor by selecting a drafted Email Broadcast or creating a new Email Broadcast and reaching Step 2. Edit content:

In your Email Broadcast Editor, click Create A/B test:

Add your A/B Test Internal Title to begin creating your Email A/B Test.
Then, you will be redirected to an adjusted Email Editor containing both Version A and Version B of your A/B Test.
Click through the Version A and Version B tabs to view and edit your email versions individually or select Side by side to view both versions simultaneously:

After you finish editing your email versions, click Save and continue in the top right corner of the Email Editor.

Step 3. Customize your A/B test settings

Set up your test options in step 3 of creating your Email A/B Test.
- Use the slider to select your A/B Test distribution. Learn more about A/B Test Distribution.
- Use the dropdown menu to determine your winning metric (Opened rate or Clicked rate). Note: If your email does not contain any links, select open rate.
- Enter your desired Test duration. Learn more about Test Duration.
- Select the Fallback version to be sent if the results of the test are inconclusive. Your selected fallback version will be sent to the remaining recipients distributed to the winning percentage.

After setting up your test options, click Save and continue.

Step 4. Send your email or schedule for later

Lastly, you can now send your Email Broadcast A/B Test or schedule to send later. As soon as the emails are sent, your test duration will begin.
Click Confirm to set your email to send or click No, keep as draft if you are not ready to send your email campaign:

After your email versions are sent to all of your test recipients, the test duration will begin.

At the completion of your test, the winning email version will be determined and sent to the remaining recipients designated to receive the winner email (set by your Test Distribution).

Review your A/B test report

After your test duration completes, a winner will be determined and sent to your email recipients designated to receive the winning email version. Once your Email A/B test is complete, you can begin viewing and assessing your A/B test results:

Learn more about each email campaign metric.

Why does the winning version display lower open rates and click rates than the losing version?

After the conclusion of your test, the winning version may eventually display lower open rates and click rates than the losing version. After the initial test duration, the original test recipients can continue to open the original test-sends. The statistics for each test-send will continue to be updated even after the test has concluded and a winner has been determined. In some cases, the losing variant can end up overtaking the winner after the test, but the winning version will continue to display the badge as the winner.

To view your Email A/B Test results:

Open the Marketing tab from your Dashboard.
Click Email Campaigns.
Then, select the Email Broadcast containing the A/B Test that you wish to view:

And that's how you can create an Email A/B Test with your Email Broadcasts! Please vote below and let us know if you found this article helpful. We value your feedback. Thanks for being the best part of Kajabi!

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