How to use the split tests

Split testing (A/B testing) is a professional email marketing tool used for comparing bulk email effectiveness. Split tests enable you to compare the conversion rates for several different emails of one and the same recipient segment. Split tests help you to define the most productive communication approach for the target audience.

As the test progresses, two or several bulk emails are compared with modified item in each email, such as email subject or sender. The emails are sent to the test group of the target audience in equal amounts. After that, the conversion indicators are analyzed by each variant.

Split testing can be applied to the following items of bulk email:

The email template, for example, the image location or the color of the call-to-action button (CTA). As a result of the test, you can define in what way the style and the form of the CTA button influences the number of the clicks.
The subject of the email. The subject is the first thing that the potential customer will see upon receiving the bulk email. Define the wording of the email subject so that it stimulates the users to open the email.
The sender's name. You can test which sender's name has more credibility with the recipient.

To perform split testing of several bulk emails in bpm’online marketing, perform the following actions using the Email section:

1.Create bulk email variants that you plan to test in the [Email] section. Define the test object: a variable in the template, email caption or the sender's name.

Afterwards, create a split test and add the prepared bulk emails into it.

2.Select the target audience of the split test. You can define the test group of the contacts who will receive the bulk email variants during the split test or conduct testing on a selected segment.

3.Run split tests Specify the start time and the system will send all the variations of the bulk email simultaneously. This helps to exclude time as a factor influencing the result.

4.After some time, analyze the totals of the split test and define which variant of the bulk email had the best conversion.

5.Apply the winning variant of the bulk email to the remaining target audience not included to the test group. Optimize the bulk email templates based on the results of the testing.