How to set up A/B testing in Klaviyo

Setting up A/B testing in Klaviyo allows you to experiment with different elements of your emails to determine which version performs better. Here’s a step-by-step guide to set up A/B testing for your email campaigns in Klaviyo:

Step 1: Create a New Campaign

1. Log in to Klaviyo:

• Access your account at Klaviyo.

1. Navigate to Campaigns:

• Click on “Campaigns” in the left-hand sidebar.
• Click “Create Campaign”.

1. Select Campaign Type:

• Choose “Email” as the campaign type.
• Click “Continue” to proceed.

Step 2: Set Up the A/B Test

1. Name Your Campaign:

• Enter a name for your campaign.

1. Choose Recipients:

• Select the list or segment of recipients you want to send the campaign to.

1. Enable A/B Testing:

• Toggle the “A/B Test” option to enable it.
• Click “Continue to Content” to proceed.

Step 3: Create Variants for Testing

1. Create Email Variants:

• You will see options to create Variant A and Variant B.
• Design the content for both variants. This can include different subject lines, email body content, images, call-to-action buttons, or other elements you want to test.

1. Subject Line Testing:

• If you want to test subject lines, enter different subject lines for Variant A and Variant B.

1. Email Content Testing:

• If you want to test email content, design two different versions of the email body for Variant A and Variant B.

Step 4: Set Test Parameters

1. Define the Test Size:

• Determine the percentage of your total recipients who will receive each variant. Klaviyo typically defaults to a 50/50 split, but you can adjust this.
• The remaining recipients will receive the winning variant after the test period.

1. Set the Test Duration:

• Choose how long you want the test to run. This could be a few hours or several days, depending on your preference and the nature of your campaign.

1. Select the Winning Metric:

• Choose the metric that will determine the winning variant. Common metrics include:
  • Open Rate
  • Click Rate
  • Conversion Rate

Step 5: Review and Launch the Campaign

1. Review Your Settings:

• Ensure all settings are correct, including recipient lists, email content, test size, duration, and winning metric.

1. Send a Test Email:

• Optionally, send a test email to yourself to check for any issues or errors.

1. Launch the Campaign:

• Click “Schedule or Send” to either schedule the campaign for later or send it immediately.

Step 6: Monitor the A/B Test

1. Track Performance:

• Once the campaign is sent, monitor the performance of both variants.
• Go to the “Campaigns” tab and select your campaign to view real-time analytics.

1. Analyze Results:

• After the test duration ends, Klaviyo will automatically determine the winning variant based on your chosen metric.
• The remaining recipients will receive the winning variant.

Example: A/B Testing Subject Lines

1. Campaign Setup:

• Create a new email campaign.
• Enable A/B testing.

1. Email Variants:

• Variant A Subject Line: “Exclusive Offer Just for You, {{ first_name }}!”
• Variant B Subject Line: “Don’t Miss Out on This Special Deal!”

1. Test Parameters:

• Test Size: 20% of the total list (10% each for Variant A and Variant B).
• Test Duration: 4 hours.
• Winning Metric: Open Rate.

1. Launch and Monitor:

• Launch the campaign.
• Monitor open rates in real-time.
• After 4 hours, Klaviyo determines the winning subject line based on open rates and sends it to the remaining 80% of the list.

By following these steps, you can effectively set up and run A/B tests in Klaviyo to optimize your email campaigns. If you need more specific guidance or examples, feel free to ask!