The comparison occurs when Reply sends both variants (let's call them A and B) to similar prospects at the same time. The results of the responses show you which test group is more effective.
Define the goal of A/B testing
Choose the element you want to test. Focus on what matters most to you, because each part of the email is meant to accomplish a specific task.
Select elements for testing
Use the following basic elements that you can change while testing emails:
Subject lines/calls to action and offers
Images and layout
Added value for your prospects
Pay close attention to the order of the elements you are A/B testing. The most important parts of every letter are subject line and call to action.
Setup testing environment
Prepare texts and email addresses and set them all into the tool that you use to send emails. In Reply, you just need to click the Add variant button when adding templates to sequence steps. You can also perform multivariate email testing.
Set performance goals and analyze the obtained results. Continue testing until you are satisfied. Do not get scattered. Focus on one element and test it. Do everything step by step. Only these tactics can provide the best results.
In Reply, you will see the data in the Stats tab within a specific sequence if you flip the switch next to the A/B template name.
Please note: A/B testing is random and you won’t know who exactly will receive variant A or B. It is also random for individual steps in a sequence - so, for example, contacts who received email A in Step 1 may not necessarily receive email A in Step 2.