# A/B Testing in SalesTarget

Automatically test two email variants, measure performance by open rate, reply rate, or click rate — and let SalesTarget pick the winning version for you.

A/B testing in SalesTarget helps you figure out which version of your email works better — without guessing.

SalesTarget sends two versions of the same email to different leads, measures performance using the metric you choose, and automatically continues with the better-performing variant.

This article covers everything you need to know about how A/B testing works inside a campaign.

## What Can You A/B Test?

You can create two variants in a campaign step and test:

- Subject lines
- Email content
- Subject line + email content together

Each step in your campaign allows only 2 variants. This limit keeps results clear and statistically reliable.

## How Traffic Is Split

SalesTarget automatically splits leads 50/50 between the two variants. Here is an example with 200 total leads:

Step 1 — Testing Phase (first 100 leads)

- 50 leads → Variant A
- 50 leads → Variant B

Step 2 — Winner Phase (remaining 100 leads)

- All remaining leads receive only the winning variant

You do not need to configure the split manually — it is handled automatically.

## How the Winner Is Chosen

Before starting the test, you choose one metric to determine the winner:

- **Open Rate** — Best for testing subject lines
- **Reply Rate** — Best for testing email content
- **Click Rate** — Best for emails with links

SalesTarget compares both variants using the selected metric and automatically selects the winner. No manual action required.

## Minimum Sample Size

The test always uses 50% of your total leads. This ensures the result is statistically meaningful and not skewed by a small sample.

You do not need to configure this — it is handled automatically. This is also why A/B testing works best with larger lead lists. Avoid testing with very small lists where results may not be reliable.

## What Happens After a Winner Is Selected?

Once a winner is chosen:

- The losing variant is disabled automatically
- The winning variant continues for all remaining leads
- Any future leads added to the campaign also receive the winning variant

No manual action is required from you at any point in this process.

## Important Rules to Know

- Only 2 variants are allowed per step
- A/B testing runs once per step
- You cannot add more variants after the test has started
- Editing variants during the test is not recommended, as it can affect result accuracy
- Winner selection is fully automatic — manual override is not available

## Best Practices

- Test one change at a time — either subject line or content, not both at once, when possible
- Use Open Rate when testing subject lines
- Use Reply Rate when testing email body content
- Use Click Rate only for emails that include links you want leads to click
- Avoid A/B testing with very small lead lists — results can be unreliable

## FAQ

**How many variants can I create in one step?**  
Up to 2 variants per step. This keeps test results clear and reliable.

**How is traffic split between variants?**  
Traffic is split 50/50 automatically. The first 50% of your leads are used for the testing phase.

**Can I manually select or change the winner?**  
No. Winner selection is fully automatic to ensure unbiased and accurate results.

**Which metric should I choose?**  
Open Rate for subject lines, Reply Rate for email content, Click Rate for emails with links.

## Summary

A/B testing in SalesTarget is fully automatic and simple to set up. You create two variants, choose a metric, and SalesTarget handles everything else — splitting traffic, measuring results, selecting the winner, and continuing with the best-performing variant.

- 2 variants per step, 50/50 split automatically  
- Winner selected based on open rate, reply rate, or click rate  
- Losing variant disabled, winning variant continues for all remaining leads  
- No manual action needed at any stage

## Ready to Run Smarter Campaigns?

Use A/B testing in SalesTarget to find the subject lines and messages that actually get replies — automatically.