The A/B Testing Truth No One Talks About

Hey, Varun here from the Ecommerce Marketing Newsletter.

If you're running A/B tests inside Klaviyo and not seeing big results… you're not alone.
Most brands test things that don't actually matter.

Like changing a subject line from “20% Off Today Only” to “Today Only: 20% Off.”

Or swapping a button color.

Here’s the truth:

1. Tiny tests = tiny results

Unless you're testing something major — like a full creative angle, different structure, or entirely new offer — you’ll barely move the needle.

Focus on big differences in messaging, layout, or product positioning.

2. Segment-based testing beats list-wide tests

You wouldn’t talk to a VIP the same way you talk to a first-time buyer.

So don’t test across your whole list.

Segment first (by behavior, purchase history, time since last open), then test what actually matters to that audience.

3. Time matters

A/B tests need enough volume and time to be accurate.

Running a test for 24 hours or 300 recipients won’t cut it.

You need patience, especially for flows.

4. Winning tests? Build fast

When something works, deploy it across campaigns and flows ASAP.

A test is only valuable if you act on it.

Full guide on A/B testing found here —> Gamma

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👉 What Really Works While A/B Testing in Klaviyo

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What’s on your mind? Hit reply and let me know what questions you have or topics you'd love to see covered! (I answer everyone)

Warmly,

Varun

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