A/B testing allows you to test changes in your messaging against each other and determine which subject line or content produce the most positive results.
When you define A/B testing in your sequences you will be able to track the open, reply and opt-out rate for each variation.
You can even go further than this by defining A/B testing to a different group of audiences while keeping the same sequence.
First Step - Decide what you want to test
While you might want to test out everything, it's important to decide on one thing you want to test and optimize. Otherwise, it will difficult to explain the performance of each variation.
- Subject Line
- First sentence in the template
- Adding personalization using variables
- Length of the template
- Testimonials and case study - whether to add them
- Call to action [set a meeting, asking a question, etc.]
Second step - Decide on your target audience
Should you enroll your entire list or pick a smaller sample? It depends on the size of your list. In order to make an educated decision, you should run at least 300 contacts per option over the same duration of time. In the case where you have a long list, consider dividing to an initial list for testing, and then, once it's clear which option is better, choose that preferred version for the rest of your list.
How to set up A/B testing?
Inside a template, by default, you have one Target Audience and one Variant set for you. After crafting your A variant, you can choose whether to duplicate it or add another one:
How will you know it's successful?
You'll be able to see the status of each template option as part of the Reports tab in the sequence. Take a look both at the open rate (which impacted by your subject line), and the reply rate (which is impacted by the content of the email) to make a decision.
Then, you can keep the relevant variants by turning off the low performed variants:
And what about adding another target audience?
In Exceed.ai, adding another audience is simple! Click on the left icon to add audience:
Afterward, set up your target audience based on your variables. You can either choose from the current variable list or add a new one, in case you've added variables via CSV or Integration. Set up the required value and the name of the audience will change accordingly:
That's it! you're all set!
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