Emails Metrics A/B Test Significance Test

This email A/B significance test will let you know which version of your email A/B test is the most performant - and on which metrics. Plus, we'll display which recommandations you can take.

Access it here : https://docs.google.com/spreadsheets/d/1LdU-oEqjVJFpexrg8VMN1JHKJ5Rqphr_P-c9VCIseCU/edit?usp=sharing

It's locked by default - to use it, copy in into your drive to make the changes in the blank cells.

It tells you which version of your email A/B test is the most performant

Input raw data of your email campaign : amount of recipients per variant, amount of opens, amount of clicks and amount of conversions. The calculator will provide you with all the useful data you need to collect, especially my favourite for this kind of test : the open to click email. That's the ratio of recipients who clicked the email after opening it - it's more relevant in these A/B testing cases because it allow you to compare the content of your email, independently of the open rate. 

It allows you, for each campaign, to test both variables for the open rate (sending time, sender, subject, etc.) and variables for the click rate (raw content, copywriting, CTA, etc.) - therefore to test things faster - and that's useful!

This significance test, by default, is two-sided. It will tell you which metrics score tests are relevant. And then, how to use it:

It tells you on which metrics your variant is winning

On top of that, this significance test will output a summary of your scores. It will display which variant has the best open rate capability, the best content inside in the email to maximise clicks and - overall - which versions is the more likely to drive conversions.

Enjoy!

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