More Powerful A/B Testing for Messages

This release brings a brand new A/B testing experience for messages, offering more flexibility and control. You now create A/B tests by grouping multiple message variants within a single experiment, opening the door for more advanced testing capabilities.

With this new structure, you can experiment with more than just message content, including:

• Delivery timing — Experiment with different send times to see when your audience engages most.
• Channel optimization — Compare performance across email, web, SMS, and other channels within the same experiment.
• Message CenterA place in your app where you can display persistent rich messages, including HTML, video, etc. Similar to email, Message Center represents both the medium (the in-app inbox) and the message type (the messages you send to the inbox). support — Bring inbox messages into your experiments for smarter, cross-channel insights.

Creating a test

Select the Create dropdown menu (), then A/B Test. Then, set up the test in two steps:

1. Create two or more message variants — Create each variant independently, selecting channels, configuring content for each channel, and setting up delivery.

2. Allocate an audience — You can designate all users as eligible for the test or target specific users. Of that group, set the percentage that will be able to receive a variant. Audience members are randomly selected.

   Setting a percentage helps limit the audience so you can effectively manage feedback and interpret results. By default, the overall audience percentage is divided evenly between variants, but you can set your own values.

Once you’ve created your message variants and set the audience for your test, select Start A/B test. From there, select Results to view its performance.

Still need the legacy A/B Test composer? Go to Create, select View all next to Build from scratch, then select A/B Test — Legacy.

Documentation

Get all the details in Message A/B tests, and check out all our A/B testing docs.