Getting Started with Klaviyo - Testing New Ideas



This recording is part of our Getting Started webinar series. You can check out all the details and sign up for a live session by visiting the webinar series landing page.

This session covers how you can test out new ideas, iterate, and improve your messaging, all within Klaviyo. We dig into the following topics:

  • The benefits of testing
  • A/B testing a campaign
  • A/B testing a flow
  • A/B testing best practices



Below are some questions customers typically ask about this topic.

Do flows become less effective over time aka is there something like a flow fatigue? If so, how often do they need to be replaced or rebuilt from scratch?
If you notice your flow metrics dipping (like open rate, click rate, or conversion rate), AB testing is a great way to try out some new and different ideas to improve your flow’s performance. In general, Klaviyo flows are built to be personalized, so they stay relevant because they dynamically personalized messagings across a number of different levels. That said, it’s always good to be monitoring the performance of your content, testing new ideas, and looking for incremental improvements.

Why not use 100% of list to run A/B tests every time I send?
Klaviyo’s AB campaign test feature wraps everything from the test to executing on the results into one mechanism. If you want to just run a test without automatically taking action on your results, you can send to 100% of your test list, observe and record your results, and choose how to act on them with your follow up campaigns.

Three are a million things I can test. Where should I start?
Start small and build. Work with your main test list or one of your highest performing flows and test out two message variations or two different subject lines. This will help you get comfortable with testing. From here, you can look into running campaign tests with more variations, or start to build out some tests inside of flows utilizing splits and branching.


Use the following resources to learn more about the concepts covered in this webinar.

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