Odyssey – A/B Test Element

The A/B Test element can be used in any voyages to test the success of two or more Channel or Marketplace elements based on the most Opens, Clicks or the most audience members who met a criteria. The A/B Test element can be used multiple times within the same voyage. After a winner has been chosen, all other Audience members will advance to the winning element.

If your voyage is currently in progress and the test time period has not yet completed, the A/B Test element can be paused and the Win Condition and Test Audience Size can be changed. Simply Pause the element, make your changes, and click resume.

Using the A/B Test Element

After an A/B Test element has been added to the canvas, the element must be connected to the next element before it’s fields are editable.

In the Element Inspector, the element can be renamed from the default, “A/B Test 1” to a name that is more meaningful.

The Test Audience Size will determine the number of audience members who will be split amongst the connected elements. Be sure to select a Test Audience size that is less than the number of audience members expected to enter your voyage.

A Win Condition and test time period must also be selected. If the elements connected from the A/B test element are Email elements, the Win Condition options are Most Opens, Most Clicks Overall, or Most Who Meet Criteria. You can select a test time period of up to 24 hours. If Most Opens is selected, the winning Email element will be selected based on which email received the most unique opens from the Test Audience within your selected time period. If Most Overall Clicks is selected, the winning Email element will be selected based on which email received the most unique clicks within the email after the selected time period. If Most Who Meet Criteria are selected, you will need to select or create an Audience Builder query as your criteria. The winning Email element will be selected based on which Email had more test recipients who met the criteria.

If the A/B Test element is used within Continuous voyages the Test Audience may not advance to the connected emails within the same visit, so the test time period will begin after the last Test Audience member has visited a connected email element.

If an element connected from the A/B Test element is not an Email element, then only the Win Condition, Most Who Meet Criteria will be available.

The Test Time period will begin after the last Test Audience member has advanced to a connected Email element. After the Test Time period has elapsed, Odyssey will determine a winner based on the selected Win Condition. If there is a tie, Odyssey will randomly select a winner between the tied elements. After a winner is selected, all remaining passengers in the voyage will advance to the winning element. The connector between the A/B Test element and the winning email will be replaced with a trophy icon.

Connections and the A/B Test Element

Each element in a Voyage can be connected to and from a subset of other elements. The available connections for the A/B Test Element are listed below.

Note: The Email elements following an A/B Test element can be merged into the same Wait element.