Discover what works with data-driven split testing
Don’t just A/B test your campaigns–A/B/C/D/E test them. Use our advanced split testing to compare up to five emails at a time and to find the winning formula.
Understand which messages resonate with your audience
Effective marketing puts the right content in front of the right people at the right time. The challenge is finding out what’s ‘right’ for each situation.
That’s where our split testing options come in. We give you the tools to test and compare every element of your marketing strategy, from copy and images to automations themselves. Then you can either analyze the data yourself or automatically use the best-performing options.
No test is too big or too small
So, what can you test? To put it simply: almost everything. Our deep testing capabilities give you full control over every element of your campaigns. But here are a few key tests to help get you started.
Email subject lines & pre-headers
Finding the perfect subject line can be tricky. But our split testing helps you find out which one your audience prefers to click on.
Email content blocks
Swap out content blocks and see which email gets the best results. Shorter paragraphs? Line breaks? Different headings? Put it all to the test.
Images & videos
Discover which types of media are the most engaging for your audience. Do static images, gifs, or embedded video clips get more attention? Find out what your customers think.
Calls-to-action
Compare variations of your call-to-action copy, button formats, placement, frequency, and so much more.
If you can automate it, you can split test it
Find out which automated workflows are the most effective by testing different options. Here are just a few of the elements you can swap out and compare.
Wait times
Find the perfect cadence for your follow-ups and reminders by measuring the data. See how often people prefer to be contacted and adjust your delays.
Number of emails
See if your audience prefers an occasional deep-dive or small but frequent updates. Give them just enough content to maximize engagement.
Marketing channels
Do SMS messages work better for reminders than emails? Now’s your chance to find out by testing options across different channels.
Sales team outreach
Optimize your sales engagement approach by testing different outreach options and taking the most effective route.
What does success look like for your business?
Decide what makes a winning automation or campaign based on your key metrics. Compare any of the factors that matter to your business and find out which initiatives are the most successful.
Email opens
A great way to measure subject lines and send time performance. Email opens give you a good idea of how appealing your email looks in the inbox.
Click-through rate
Track the amount of clicks across all your campaigns. Great for determining the effectiveness of email content, images and calls to action.
Conversion rates
Which of your options ultimately drives the most revenue? Compare across all stages of the funnel and measure against your click rate for the full picture.
Site activity
When people click onto your site through your campaigns, where do they go? See how different landing pages and destinations perform by testing.
Stay one step ahead with goal and conversion tracking
Let’s say a contact visits your website, triggers a specific event, or makes a purchase of a certain value. With a conversion action, you can end the automation and analyze the data that got you there.
Our goal and conversion tracking helps you measure the effectiveness of your campaigns and tests. Run multiple automations at the same time, and use conversions to capture a snapshot of what brings in the most revenue.
Site & Event Tracking
Effortlessly track user behaviors and actions across your website and gather actionable insights about your contacts and customers.
Email Marketing Software
With ActiveCampaing's best-in-class deliverability, you can create countless email campaigns with custom content that's always going to land in inboxes.
Marketing Campaign
Create custom dashboards based on your goals and leverage our reporting tools to track your campaign's value and improve marketing efficiency across all channels.
Marketing Automation Recipes
Save more time with our library of 900+ pre-built marketing journeys. We’ve put together hundreds of workflows for every industry, so you can get up and running with powerful automations right away.
Frequently Asked Questions
What is split testing?
Split testing is a way to deliver different pieces of content to different people in the same marketing campaign. For example, if you have a newsletter going out, you can change the layout and the content of that newsletter and send several variations to your email list based on previous behavior.
What is the difference between split testing and A/B testing?
Split testing and A/B testing effectively do the same thing, but just at different scales. Both allow you to send unique content to specific people. The difference is that A/B testing only allows for two variables, while split testing can have many more. ACtiveCampaign’s split testing allows 5 different variations.
What is the goal of split testing?
The goal of split testing, and A/B testing, is to make sure your content resonates for your users. You can use split testing on a subset of users to figure our the best content before a full send, or you can use it to send specific content to specific people on the same email list.
