A/B Testing

This page explains how to create an A/B Test using HCL CDP Marketing Automation Platform to compare two campaign versions and determine which works best.

A/B testing helps measure how effective different channels are within a campaign. For instance, if a company wants to boost sales and build brand awareness, it might launch a campaign that targets a specific segment through various channels like email, SMS, social media, and web ads. Each user could interact with several of these channels, providing a chance to see which ones perform best. By running an A/B test, the marketer can gather insights into user engagement across channels and analyze which combination drives the most success.
Note: HCL CDP advises having an audience of at least 10,000 users for reliable A/B testing results.

Create A/B Test

To create an A/B test, follow the steps below:

  1. Navigate to Campaigns > Segments.
  2. Select a segment to perform A/B testing, and in the Segment page, select a Channel say SMS.
  3. In the List of Engagements section, click the A/B Testing tab.
  4. Click Create A/B Test.
    Note: make sure that at least two engagements are activated with a large audience before setting up the A/B test.
  5. In the Create A/B Test page, Add General details
    • Test Name (mandatory): Enter a name for the test. It should be within the range of 6-25 characters.
    • Test Description (mandatory): Give a brief description of the A/B test. It should be within the range of 6-25 characters.
    • In the Split the audience section, enter the audience ratio of each active engagement.
      Note: All active engagements in the segment will be included in the A/B test, and the total audience split ratio must add up to 100%.

Performance of A/B Test

After creating the A/B test, track the results to see which campaigns version performs better and generates the highest conversion rate. The HCL CDP Marketing Automation platform offers this feature, providing actionable insights so you can pause any campaigns that prove ineffective.

To check the performance of an A/B test, at the right end of the A/B Testing list, click Performance. As a result, the Test Overview window will display the results of the A/B test.