Understand Klaviyo pop-up A/B testing results

Question

Hi community! I’d be happy if someone can help me with a doubt related to pop-ups in Klaviyo.

I ran an A/B testing to see if my exit-intent pop-up with an image was more effective than the version just with text. The experiment was active for almost a month (around 25 days), but Klavyio says the results are not statistically significant:

Do you know how much time is need for the results to be conclusive? Or is more related to the traffic on my website? I’m having trouble understanding the results.

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Best answer by Spark Bridge Digital LLC 27 May 2022, 14:43

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Spark Bridge Digital LLC · Accepted Answer

When I’m A/B testing, I find a month to be plenty. Especially with the amount of views/submissions you have within that time span.

With that summary from Klaviyo, I take from it that the two A/B tests aren’t so different in opt-in/engagement to say one is better than the other but A just has that slight lead. Basically, your visitors aren’t drawn to one or the other more clearly for Klaviyo to say one is preferred over the other.

If I was in your shoes, I’d select A as the Winner. And if you want to keep testing, develop another new B Test that is testing another new look/copy change from your current winner.

sofijap · Answer

Statistical significance is when Klaviyo is mathematically able to determine whether a variation will produce improved performance. It observes both the number of people and the win probability, which is how likely a variation will yield better results based on how well it outperforms the other variation(s).

The statistically significant tag on your A/B test means that a certain variation of your test is highly likely to win over the other option(s).

A test has reached statistical significance if all of the following are true:

Win probability >= 90
Minimum number of views in any variation >= 2000

Anything before that would be marked as statistically insignificant.

Understand Klaviyo pop-up A/B testing results

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