Test your marketing & back decisions with data
Get rid of your performance jitters. Find out exactly what works with split testing. Test up to five variations at a time, so you always know what gets results.
Get five times the insights with advanced split testing
Get the full story behind your marketing performance. Test everything from headlines and subject lines to images and even automations. ActiveCampaign’s split testing lets you test up to five variations at once, helping you get to the top-performing version faster.
Quantify your email elements
CTAs, content blocks, send times, subject lines, and more. Test almost anything with ActiveCampaign.
Know what works, and go from there
Get data that shows exactly what’s resonating, so you can keep improving.
Measure what matters
Whether it’s email opens, click-throughs, conversion rates, or site activity, ActiveCampaign lets you set the success metrics that matter to you.
Always send the best version
Automatically identify and use the best-performing option based on your chosen success metric.
Marketing that optimizes itself
Instantly create new variations—including subject lines, layouts, and content—and see what’s resonating. With every test, Active Intelligence learns what works best for your audience, helping you create more impactful campaigns and reach more people.
Send your top-performing version automatically
Set the test, then let the platform handle the rest. Your highest-performing version is sent automatically, based on the performance metrics that matter to you.
Test entire journeys, not just messages
See how every touchpoint influences the next. Build advanced split test branches within your automations, so you can benchmark customer journeys and fine-tune your flow.
See what clicks (and more)
From the small details to the big picture, test it all.
Email subject lines
Test different iterations and find out which one your audience prefers.
Email content
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
Do static images, GIFs, or embedded video clips get more attention? Now you can find out.
Calls-to-action
Compare variations of your call-to-action copy, button formats, placement, frequency, and more.
Wait times
Find the perfect cadence for your follow-ups and reminders. 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. Get the right balance that maximizes engagement.
Marketing channels
Do SMS messages work better for reminders than emails? Find out by testing options across different channels.
Sales team outreach
Optimize your sales engagement approach by testing different outreach options to learn what lands.
Customer journeys
Create complex split test paths within automations so you can test entire customer journey branches.
Preheaders
Find the most impactful summary that gets people to open your email.
FAQs
Frequently asked questions
What is the difference between conditional split and trigger split?
While both conditional and trigger splits are key to automation, there are important differences. A conditional split happens based on certain conditions you’ve set, like location or contact list. A trigger split is more simple and happens just after a user interacts with your marketing or website.
What is an example of a conditional action?
Conditional actions allow you to make split paths at specific points in an automation journey. A simple example of a conditional action is sending users on two different paths depending on if they open a specific email you sent or if they don’t. Other examples include clicking specific photos, watching a video, or clicking a link.
Why is split testing helpful?
A successful split test leads to more sales from your existing traffic or more clicks from the same number of impressions on a banner or video ad.
But it can also give you:
A better understanding of your potential customers
Knowing what headlines, images, or benefits they prefer can help you gain new insights into what drives your target audience.Better customer engagement
Optimizing the product and your onboarding process with split tests can create a more loyal customer base.
Reduced bounce rates
By split testing your pages to find the right match, you can also reduce bounce rates and increase the dwell time on your pages.Reduced risk
You can test a new design before jumping all the way in.Better content and design
Your creative teams will start to naturally create text and visual content that better aligns with your target audience.What are some variants I could test in my email?
Here are some ideas for changes to test in your emails:
- Personalizing subject lines or email headlines
- Testing different header images
- Using emojis in subject lines
- Using different templates
- Testing HTML vs. plain text
How do I get started with split testing?
A good place to start is to define your hypothesis. There are four elements that go into forming a split-testing hypothesis:
- Find what you want to test. For example, an underperforming page or ad.
- Identify and define the problem. Maybe the image doesn’t fit your brand, or the copy is unclear.
- Then, design a potential solution based on your understanding of the problem, like writing a new attention-grabbing headline.
- Finally, set the criteria for what you’ll consider a success. This is likely going to be a statistically significant improvement in conversions or engagement.
For a deeper dive into everything you need to know about split testing, check out our guide here.
