Skip to main content

Variants

A variant is one version of the campaign being tested. Keep each test focused. If several things change at once, the result is hard to interpret.

Split percentage​

The split percentage decides how much of the audience receives each test variant before the winner is selected. Use a large enough test group to reduce random noise, but keep enough audience for the winning version.

Common mistakes​

  • Testing subject line, content, and CTA at the same time.
  • Changing the winner metric after launch.
  • Running tests on very small audiences.
  • Sending the same test repeatedly to the same audience.