How to Efficiently A/B Test in your Klaviyo

Hey, It’s Philip from Inbox Insider.

Let’s talk about something most e-commerce brands don’t do enough of…

A/B testing

Why is A/B testing so important?

I just recently ran an A/B test on a pop-up form for a new client. They were sitting at a 2.6% submission rate on their form.

We built them a new form, and ran an A/B test against their old one. Our new variation was now holding a 6% submission rate.

We looked at this data, and then made more changes. Now we were at 7%.

Rinse and repeat.

My point here is that running A/B tests in your account is extremely important in order to understand what works best for your audience.

Trust me, there’s enough room in your Klaviyo account to be running multiple different tests at once across multiple different pieces of your strategy.

Let’s get into the different ways you can A/B test Inside Your Account 👇

Sign-Up Forms

You are never going to get a sign-up form right the first time.

Sign-ups will need to constantly have A/B tests running.

Things to test 👇

Offer

Experiment with giving away different things, or presenting the offer in a different way.

Are you giving away 10% off? 15%? A mystery offer? Enter to win a raffle?

Form Type

You don’t always have to run a pop-up form. Maybe your audience is especially picky, and a pop-up doesn’t resonate with them. Try a fly out form or an embed form.

I’ve very rarely found a fly-out or embed form converting better than a pop-up, but it does happen with some brands depending on what you’re selling and who you’re selling to.

Copy

The actual text on your form.

Does your copy speak to your ICP (ideal customer profile)?

Time Delay

Maybe your form is great, but it’s deploying too early.

Maybe it’s too late and nobody sees it.

Form Stages

Play around with different designs or form stages.

Do you ask for email & SMS on the same slide?

Run an A/B test and try asking for SMS on the 2nd step.

Campaigns

Things to test 👇

Subject Lines

The subject line is the first thing people see, and it heavily influences open rates.

Test different types of subject lines, such as curiosity-driven, direct, or personalized.

"Don’t Miss Out on This Limited Deal" vs. "Your Exclusive Offer is Here, [First Name].”

Send Time

Test sending your emails at different times of the day. Every audience has different habits and tendencies.

If I’m selling to health conscious athletes, I’m not sending emails at 9pm. (never send emails at 9pm lol).

You need to test in order to find the optimal send time for your audience.

Email Layout

The visual hierarchy of your email can affect user engagement and readability.

Test different layouts, button placement, and graphics.

Flows

Things to test 👇

Delays

The timing between emails in your flow can impact engagement and conversions.

Test the delay between each email in the flow. For example, test a 1-day delay vs. a 3-day delay between the first and second emails of a post-purchase flow.

Flow Length

Finding the right balance between not overwhelming recipients and staying top-of-mind is key.

Test a shorter welcome flow (3 emails) vs. a longer one (e.g., 6-8 emails) to see which maximizes conversions or engagement for your brand.

Discount or No Discount

Discounts are a great motivator, but they‘re not always necessary.

You might find through a split test that not offering a discount only slightly reduces your conversion rate on an abandoned cart flow.

In this case, you would probably decide to not introduce a discount until later in the sequence.

Now you’re keeping more of your margin in tact, and still getting sales.

You could also test offering a discount vs. emphasizing other incentives (free shipping, loyalty points, etc.)

Remember, A/B testing is not a one-time thing, it’s an ongoing process that never really ends.

If you’re ever stuck, or don’t know where to improve in your account…

Just follow the data.

Bonus: Check out an email design our team made 👇

Email Design: https://drive.google.com/file/d/1xUXf3lMATOBKJXes1KJPMwyOqODO8Uwv/view?usp=sharing

Reply to this email if you have any questions or have any specific topics you’d like to see me cover.

Till next time,

Philip

P.S. If you’re an e-com brand owner and you’d like a 1-1 call with me ahead of BFCM, book here: https://calendly.com/philip-socialscout/30min?month=2024-10