What is A/B Testing?

Before begining an A/B test, figure out what you are testing and what your comparison criteria is. Only test one variable at a time!
Popular variables for A/B testing are:

1. Subject lines
2. Content length
3. Content (images, buttons, colors etc.)
4. Sender
5. Time and date sent

Figure out what is the result you are comparing in an A/B test
Common comparisons are:

1. Open rate
2. Click through rate
3. Actions taken (when combined with Advocacy)
4. Tell-a-Friend shares
5. Donations received
6. Conversions

Jumping to conclusions and determining a winner before giving the test time to complete is risky. Early indicators can change as time goes on.

Beth Kanter's Blog www.bethkanter.org/ab-testing/
Nonprofit Hub http://www.nonprofithub.org/members-only/ab-testing-for-nonprofits-explained/