Your A/B tests are probably wrong

Hey, Michael from AdSumo Digital here.

Want to know one of the least understood aspects of lifecycle marketing?

A/B testing.

Most brands are just guessing what works. They're throwing emails at the wall and hoping something sticks.

The truth?

There's a massive difference between thinking something works and knowing it works.

Successful brands don't guess. They test methodically. They make decisions based on data, not hunches.

Here's the problem:

• Most people don't know what to test

• They test too many variables at once

• They never get conclusive data

• They waste time on things that don't matter

Let me show you how to test smarter.

First, a critical principle: Test ONE variable at a time.

Don't test subject line AND send time in the same test. You won't know which change drove the results.

Instead, isolate and test one thing:

• Subject line

• Send time

• Email design

• Offer type

• Content style

• Call to action

But here's where most people mess up...

They start testing tiny things (like button colors) before nailing the big revenue drivers.

Don't be that person.

Here's what you should test based on your list size:

Under 30k subscribers:

• Pop-up offer

• Subject lines

• Send times

• Basic flow timing

30k-100k subscribers:

• Flow sequences

• Content styles

• Advanced pop-up elements

• Offer structures

100k+ subscribers:

• Long-term content strategies

• Advanced segmentation

• Complex flow paths

• Design elements

The key? Start with the big levers first.

For example:

• Test 9am vs 5pm before testing 9am vs 10am

• Test plain text vs heavy design before testing button colors

• Test 10% vs free shipping before testing button copy

Get the big wins first. Then optimize the details.

Look, at the end of the day, you need actual data to make decisions.

Stop guessing. Start testing. Know what works.

Talk soon, Michael

P.S - If you run an Ecom brand and want to have a 15 minute strategy session with me, book a call here »