> ## Documentation Index
> Fetch the complete documentation index at: https://docs.ltv.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# A/B Testing

> Optimize your email performance by testing variations

A/B testing lets you compare different versions of your emails to find what works best. LTV.ai makes it easy to test subject lines, content, send times, and more.

## What You Can Test

| Element                     | Example                                                          |
| --------------------------- | ---------------------------------------------------------------- |
| **Subject lines**           | "Your exclusive offer inside" vs. "We picked these just for you" |
| **Email content**           | Different copy, layout, or messaging approach                    |
| **Send times**              | Morning vs. afternoon delivery                                   |
| **Product recommendations** | Different product selection strategies                           |
| **Call-to-action**          | "Shop Now" vs. "See What's New"                                  |

## How A/B Testing Works

<Steps>
  <Step title="Create variants">
    When building a campaign, click **Add A/B Test**. Create two or more variants — you can let AI generate them or write them manually.
  </Step>

  <Step title="Set traffic split">
    Choose how to divide your audience between variants. Common splits:

    * **50/50** — equal distribution for clear comparison
    * **70/30** — test a variation against your control
    * **33/33/33** — test three variants simultaneously
  </Step>

  <Step title="Define success metric">
    Choose what you're optimizing for:

    * **Open rate** — best for subject line tests
    * **Click rate** — best for content and CTA tests
    * **Conversion rate** — best for overall effectiveness
  </Step>

  <Step title="Send and monitor">
    Send the campaign. LTV.ai tracks performance for each variant in real time.
  </Step>

  <Step title="Review results">
    Once enough data is collected, LTV.ai shows you the winning variant with statistical confidence. You can apply the winner to future campaigns.
  </Step>
</Steps>

## Best Practices

<Warning>
  **Test one thing at a time.** If you change both the subject line and the email body, you won't know which change caused the difference in performance.
</Warning>

* **Give tests enough time** — allow at least 3-5 days for meaningful data
* **Use a large enough audience** — tests work best with 1,000+ recipients per variant
* **Test subject lines first** — they have the biggest impact on overall performance
* **Iterate** — use winning variants as the starting point for your next test

## Viewing Results

A/B test results are available in your campaign analytics:

| Metric          | Variant A | Variant B |
| --------------- | --------- | --------- |
| **Sent**        | 5,000     | 5,000     |
| **Open Rate**   | 24.3%     | 31.7%     |
| **Click Rate**  | 3.1%      | 4.8%      |
| **Conversions** | 42        | 67        |
| **Revenue**     | \$2,340   | \$3,890   |

The winning variant is highlighted automatically.