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A/B testing

In Movio EQ, you can do basic A/B testing with journeys to compare the performance of variations of the same communication.

For example, you can test whether a different subject line or preheader text results in a better open, click-through, or conversion rate. Then, use those findings to improve the effectiveness and, therefore, return on investment of future journeys.

Tip! Besides subject lines and preheader text, consider testing copy length, personalization, imagery, and calls to action.

Things to be aware of

  • You'll need a minimum of 5000 contactable members in your audience to run an A/B Test.
  • When you configure the A/B test rule in a journey, you can add from two to four branches for the communication variants.
  • Name the branches in a way that will make them stand out as an A/B test in the Journeys report. For example, "Email A" and "Email B".

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