| Review the key takeaways, case studies, and additional resources from today’s training in our downloadable recap handout. |
Whether you joined the workshop live or are catching up now, this post has the session recording and all the key takeaways.
In this session, we:
- Defined A/B testing and how it turns ideas into measurable, data-backed results
- Planned an A/B test by identifying a goal, KPI, and testing strategy
- Wrote strong hypotheses to guide experiments and clarify what we’re trying to learn
- Built A/B tests for both campaigns and flows directly in Klaviyo
- Interpreted results to understand performance and determine next steps
You can find a replay of the session below:
Key takeaways:
- Start with strategy, not tactics: Define your goal and KPI first, then build your test around them
- A strong hypothesis drives better tests: Use the “If, then, because” framework to stay focused
- Keep tests controlled: Only change one variable at a time to get clear, actionable insights
- Size impacts significance: Ensure your audience and conversion volume are large enough to trust results
- Not every result is a winner: Use statistical significance to decide whether to act, iterate, or test again
- Testing is iterative: Apply learnings, refine your approach, and continue optimizing over time
Additional resources:
Help center articles
- How to A/B test an email campaign
- How to A/B test a sign-up form
- How to A/B test offers using sign-up forms
- Understanding what to A/B test in your flows
- Understanding statistical significance in flows
- Understanding statistical significance in Klaviyo campaigns
- Stop testing wrong: how to run A/B tests that actually mean something
- How to A/B test SMS campaigns
- How to A/B test flow branches
- Best practices for A/B testing reference
- How to review email A/B test results for flows
- How to A/B test a flow email
- How to review your A/B test results for campaigns
