Klaviyo | A/B Testing

Part One: Create a Sign Up Form A/B Test

  1. Click Sign Up Forms > locate current sign up form > click three vertical dots > Create A/B Test
  2. Enter test information
    1. Test Name: ex: "CashBack A/B Test 1"
    2. Variation Name: the offers within your test. ex: "10% Off," "20% Back"
      1. If you're running an A/B/C test, click Add Variation to create a third arm of the test
  3. Click Create Test
    1. This will create two variations of this test: the discount variation and the CashBack variation
    2. Initially, since this is cloning the brand's current sign up form, it will be the same copy of their current sign up form for both variations
  4. Update Variation A
    1. No copy changes are needed here
    2. Locate the "submit/unlock offer/enter email" on the email opt-in screen of the sign up form
    3. Under Profile Property > Add a property
    4. Select source and enter a value that explains the sign up form's offer (ex: 10off)
    5. If there is an SMS opt-in screen, repeat this process

IMPORTANT: source is the dimension we will use to connect this sign up form variation to the appropriate set of emails within the flow. Ensure both variations of the test have this dimension added in order to configure the email flow properly within Part 2.

  1. Update Variation B
    1. Update copy to reflect CashBack offer (ex: "10% Off —> 20% Back)
    2. Locate the "submit/unlock offer/enter email" on the email opt-in screen of the sign up form
    3. Under Profile Property > Add a property
    4. Select source and enter a value that explains the sign up form's offer (ex: "20back"
    5. If there is an SMS opt-in screen, repeat this process

IMPORTANT: To make these tests as even as possible, ensure the CashBack variation of the sign up form mirrors the discount variation as close as possible. Some items to consider:

  • Does the original variation have a teaser?
  • Do any subheadings appear? (ex: "Get 10% off your first purchase")
  • After a shopper subscribes to the sign up form, is there a success screen that gives them the discount code immediately? (If yes, please see here on how to mimic this with CashBack)
  1. Click Continue to Test Settings
  2. Toggle Weight to Manual
    1. This ensures all variations of the test will receive the same amount of traffic once live
  3. Under Winner Selection, uncheck all boxes
    1. This allows us to end the test whenever we/the brand wants vs. it ending on its own
  4. Do not click Publish A/B Test yet—move to Part Two

Part Two: Configure Email/SMS Flows

  1. Click Flows > locate appropriate flow > Clone
    1. Add "CashBack A/B Test" to the title
  2. Go to Logic > Conditional Split > click and drag underneath flow trigger
  3. Under Select a Condition > Properties about someone
  4. Under Dimension > source
  5. Click does not equal
    1. As a fail safe, we use "does not equal" in the event that an A/B test is accidentally set up incorrectly or CashBack doesn't work. The dimension we enter will always be the CashBack Klaviyo source tag. That way, a shopper will still receive an offer from the brand if CashBack isn't configured properly for whatever reason.
  6. Under Dimension Value > enter the CashBack source name you entered in the Sign Up Form
  7. Click Save
  8. Once the content of the emails is updated and ready to test, click Review and Turn On
  9. Go to Sign Up Forms > locate the A/B test you set up in Part One > Publish


IMPORTANT: Once the test is live, test ALL arms of the A/B test to ensure you are receiving the proper messaging based on the pop up you signed up for.