A/B Testing & Experimentation
Test the subject line, the creative, the send time, the journey path or the landing page — measure the winner on real conversions, and let the best version win automatically.
Overview
Opinions lose to evidence. A test shows which version actually converts, instead of guessing which subject line or offer is better.
Here you can split-test almost anything — messages, send times, journey branches, landing pages — measure the winner on real conversions with significance, and roll the best version out automatically across the channel.
Explore Marketing Automation →- ✓ Subject & creative tests
- ✓ Send-time testing
- ✓ Journey path tests
- ✓ Landing page tests
- ✓ Auto-pick the winner
- ✓ Significance & lift
Everything A/B Testing gives you
Split tests
Pit two or more versions against each other and measure the difference.
Multivariate
Test several elements at once to find the winning combination.
Send-time testing
Find the time each segment is most likely to open and act.
Journey branches
Test different paths inside a journey and keep the one that converts.
Auto-winner
Send the winning version to the rest of the audience automatically.
Significance & lift
Know the result is real with significance testing and measured lift.
Live in four steps
Pick what to test
Choose the message, time, path or page to test.
Split the audience
A sample sees each version at random.
Measure conversions
The winner is judged on real outcomes, not opens.
Roll out the winner
The best version goes to everyone, automatically.
How the agent works with A/B Testing
The Flow-Cognition Agent runs a real loop on your data — grounded in your records, governed and logged.
Sense
Reads each variant’s performance on real conversions.
Decide
Decides when a result is significant and which version wins.
Act
Rolls out the winner and logs the experiment — governed throughout.
Field-level permissions and a full audit trail on every experiment the agent runs. See the AI layer →
Where teams put it to work
Email optimisation
Test subject lines, offers and send times, and keep the version that drives the most conversions.
Landing page CRO
Test headlines, forms and layouts to convert more of the same traffic.
Journey tuning
Test branches and timing inside journeys to improve the whole flow.
Questions, answered
Subject lines, creative, offers, send times, journey branches and landing pages — across channels.
On real conversions with significance testing, not on opens or clicks alone.
Testing several elements at once to find the best-performing combination, not just one change.
Yes. Once a variant wins, it is sent to the rest of the audience automatically.
Yes. You can test different paths within a journey and keep the one that converts.
The payoff
Decide on evidence
Ship the version that actually converts, not the loudest opinion in the room.
More from the same traffic
Lift conversion on the audience you already have, without spending more on reach.
Always-on learning
Every send, page and journey becomes a test, so wins compound over time.
The winner ships itself
Once a variant wins, it rolls out to the rest of the audience automatically.
Let the best version win
Start free, or get a guided walkthrough — test, measure and roll out winners on the one platform that runs your whole CRM.