It’s very beneficial to run A/B tests (aka 'split tests') of your messages when starting your journey with cold mailing or when trying out new ideas. Testing different variants and analyzing the results will tell you which strategy works best for your business. It’s easier to be more confident in your decisions when you have data, not just your gut, to back them up.
How to perform an A/B test?
In Growbots you can easily make and test different Variants in each step of the sequence. When you assign a sequence to a batch of prospects, the system will randomly split them into even groups, each receiving one of the variations. You can easily turn the Variants on and off by the switch on the left once you create them!
As every Variant has its own statistics (opened, clicked, replied and warm rates), you’ll be able to conveniently compare their performance and make decisions based on the correct metric. When you have enough data to draw meaningful conclusions and see that one Variant significantly underperforms the other, you can decide to turn off the one that isn’t performing.
How to make A/B testing correctly?
It's good to keep in mind a few things before you start to test your Templates:
- You should start by deciding what you want to test. Test just one thing at a time to check what’s really impacting your results. For example, if you’re comparing different testimonials, leave the remaining elements of the message (subject line, CTA, etc.) the same. Otherwise, if one email outperformed the other, it will be hard to tell what made the difference.
- Remember that the larger the test sample and the time frame, the more statistically significant results will be. The effectiveness of certain elements can change over time, so it’s best to test your ideas regularly.
- You can compare more than 2 Variants at a time, just remember not to split the messages too much to keep each sample solid (we recommend to make conclusions about the differences between Variants when there are at least 100 sent messages per Variant).
A/B testing is not an overnight project, it requires devoting some time and effort. However, the work you put into this process will surely pay off in the long run. Happy testing!