What's new

Enhanced A/B testing for better flow email performance

Shoshana, August 31st 2022
chart showing reports of ab test results

Being able to easily identify what content resonates the most with your audience is key, especially with automations that are constantly running in the background. A/B testing is a great way to do that, saving you time and money by sending the best-performing message variation to your audience at the right time.

Our new and improved A/B testing experience for email in flows empowers you to do all of this and more. We’ve brought the same comparative logic that helps you see what campaigns and forms work best to Klaviyo’s email flows, to give you better reporting, and to make it easy to test multiple factors — from CTAs to emojis in your subject lines—  all in one flow. Let’s take a deeper look.

More time back in your day to spend on the things you love

A/B testing can be a little overwhelming. You have to think about variations, testing duration, and how you’ll know when your test is complete. We wanted to take the guesswork out of the process, and make it easier to see when a test is finished.

Whether you’re new to marketing automations or have been in the industry for years, Klaviyo’s upgraded A/B testing feature makes it even more seamless to run A/B tests on flow messages to help you see what content performs better. Want to see what CTAs work best? How about testing which emojis, images, or GIFs subscribers prefer? That’s all quick and easy now — and, you don’t have to set a calendar reminder for a few weeks to go into your flow and turn off the test.

All you have to do is head into your A/B test, and select your success criteria by choosing “open” or “click rate” as your winning metric. You’ll have the option of selecting a winner based on statistical significance (when Klaviyo is able to mathematically determine whether one variation worked better than the other). 

Have an important content strategy meeting coming up where you want to share results? If you need your test to be completed by a specific date, you can now manually assign a date for your test to end, and even declare a winner, by a deadline of your choice. Once the winner selection criteria is met, Klaviyo will automatically switch from A/B mode into sending the winning version to 100% of your audience. 

AB Test Winner Image

Optimize your email flows without the manual work

Testing your content should be an ongoing process. With this new framework, you can navigate to the same email within your flow and create a new A/B test. Maybe you want to test different preview texts to support your winning subject line. Or, maybe you want to focus on the body of your email. Setting up a new test is just as quick as the first one.

Gone are the days of clicking around in the flow builder looking for reporting. We’ve pulled everything you need to know about your test into a quick snapshot on the left hand side panel of your screen. You can also view deeper analytics when you select the messages being tested and choose “view all analytics.” Here’s where you’ll also see testing history for a quick refresher on which variation won. Test multiple variations, or just a few, without having to worry about your learnings getting lost.

AB Test Analytics Image

Klaviyo works better for you

A/B testing doesn’t have to be time-consuming. We enhanced our framework for testing flows so you can automate and optimize faster, and send the best-fitting content to the right audience. Set up an A/B test in your flows in minutes, and let us do the statistical analysis work of declaring the winner at the right point in time.

Get started with the new A/B testing experience today.

Need inspiration on where to start? 

Get inspired here, or check out these top 10 flows to set up now.

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