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How do I organize A/B testing?
How do I organize A/B testing?

Learn how to set up A/B testing variants and choose the elements to compare

Reply Team avatar
Written by Reply Team
Updated over a week ago

A/B testing is a great way to test different variants of emails to see which one is more effective. In this article, we will teach you how to work with this feature in Reply.

Define the goal and elements

The first step is to choose why and what you want to test. Focus on the details you want to compare: replies, booked meetings, clicks, and open rates. Once you are ready with the target, you can use these elements for testing👇

  • Subject lines/calls to action and offers

  • Headlines

  • Images and layout

  • Body text

  • Added value for your prospects

The most important parts of every letter are the subject line and call to action, so keep an eye on them.

Setup testing environment

The second step is picking a group of contacts you want to work with. You can get the matches from the Data tool, or existing lists or import a new CSV file. When you are ready with the prospects, follow these steps to start:

  • go to the Steps tab of your sequence

  • click the Add Variant icon

  • paste the email text/subject into the step editor

  • click the Save button to apply changes

Examine results

The last step is comparing the expected and actual results. Reply has a separate toggle for A/B variants to check the stats within your campaign. Here is what you need to do:

  • go to the Stats tab of your sequence

  • scroll the page down to the Brief/Detailed view

  • turn the toggle on to see A/B variant metrics

💡 Important: A/B testing is random, so you will not know who exactly will get variant A or B. The same goes for sequence steps, contacts who received variant A in Step 1 may get variant B in Step 2.

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