A/B Testing

A/B Testing allows you to test visual and behavioral changes within a single notification against portions of your audience to determine what works best.

Creating an A/B Testing

A/B testing is automatically enabled when you add more than one notification variant. To create an A/B test:

1. From the Create Notification page, locate the Content section. Your initial notification appears under the Notification tab.

2. Click the green + button next to the variant tab. A dropdown appears with two options:

   • Add Blank Test Variant — Creates a new empty variant that you can configure from scratch.

   • Duplicate Notification — Creates a new variant pre-filled with the content from the current notification.

3. Once a second variant is added, the tabs are automatically renamed to Variant A, Variant B, and so on.

4. Click on each variant tab to configure its content independently — you can vary the title, body, image, landing URL, or any other content field.

⚠️ Test naming and traffic distribution options appear at the end of the form when multiple variants are added.

Managing Variants

Each variant tab has a three-dot menu ( ⋮ ) that provides options for managing that variant.

When multiple variants exist, the menu for each variant tab contains:

• Duplicate — Creates a copy of this variant as a new tab.

• Reset content — Clears all content fields in this variant and returns them to their default empty state.

• Remove — Deletes this variant from the test.

• Remove All Other Test Variants — Removes all other variants, keeping only the selected one and returning to a single notification (non-test) state.

Test Name

Naming your test is important for future identification of notifications that comprise a test as well as identifying performance for reporting and analytics purposes within the platform.

A test name cannot be used more than once. We suggest adding dates to test names if you want to a single test multiple times.

For example: Image Test / 2020-02-10

Variant Distribution

Once you've created each variant you want to test, the Test Distribution section on the top right- hand side of the page provides options that allow you to determine how your test will be deployed to your audience.

Split Delivery

Split Delivery allows you to choose a percentage of your audience that each variant should receive. This distribution type allows you to test new variants on small percentages of your audience while ensuring clickthrough rates stay high with what you already know works.

Sample Delivery

Sample Delivery delivers a sampling percentage of your audience to each variant before deploying the best performing notification to the rest of your audience.

Use the sliders to determine what percentage of your audience each variant and the winner will receive. Each variant must receive at least 5% of the audience's delivery.

When Sample Distribution is chosen a Winner Strategy section appears that allows you determine when the variant with the best performance is deployed to the rest of your audience. There are two ways to configure this timing:

1. Time Elapsed After Send: Specify the number of hours that have elapsed after the initial variants were sent.

2. Specific Time: Schedule the winning notification to be delivered at a specific date and time in the future.

This option is not available for audiences with fewer than 5,000 subscribers.

Performance Constraint (Sample Delivery Only)

When running a Sample Delivery test, you have the option to activate a performance constraint. If none of your deployed variants in the A/B Test reach the CTR value placed in the performance constraint, then no Notification will be deployed to the remaining audience.