A/B splits

Discover which of your campaigns is more effective using A/B splits

Using A/B splits for your marketing campaigns is a great way to gain insights into what strategies are most effective on your customer base.

This guide assumes you’ve read through the guide to using audience splits, which goes into detail on what splitting audiences entails, and how you can prepare to use audience splits.

Let’s get started!

Throughout this article there are references to the following two pieces of example creative. On the left is Creative A, and on the right is Creative B. Your goal is to find out which is going to be more effective at capturing your audience’s attention.


To help you learn which creative is more effective, you'll need to divide your audience evenly, and without bias, in Lexer.

To do this, you first need to pick which of your customer segments you want to target, and you can do this using the Segment Builder.

Step 1: Picking the right segment

Your first task is to build and save the right Segment. Your Segment will require two things:

  1. Rationality: Why is it you're interested in this segment?
  2. Channel: How are you going to target this segment? What marketing channel are you going to use?

Answering these two questions first will help you know the best way to deliver your campaign effectively prior to using audience splits.

Then you need to create and save your segment. Using our example above, you want to build a segment of customers who are interested in coffee. Once you're happy with the parameters of your segment, hit Save as new segment.

Now you're ready to split your segment!

Step 2: Splitting the segment

Now to split your audience and send it over to the appropriate email platform.

This can be done inside Activate. In Activate, simply configure an audience to be sent to your platform of choice and select the A/B split option in the activation details.

  1. Create a new activation.
  2. Select your channel.
  3. Select the segment you saved in step 1.
  4. Configure the details of your split, and select Generate A/B Split.

Your activation will run and notify you when it has reached your channel. Some channels will try and match your audiences to known users of that channel and sometimes won't show your audience until this process is complete. So, if you don’t see your split segment arrive straight away, check again shortly.

Step 3: Comparing the results

When you send an audience with Lexer Activate, you can append an audience ID attribute to your customers so you can return to Segment and measure the impact.

When splitting an audience we append two audience attributes, Audience (A) and Audience (B). This means you now have the ability to measure the results by audiences individually, or together. When you’ve launched your campaign, you can use other tools within Understand, like Compare, to measure the impact on these customer groups beyond the campaign. To do this, find the Included in Audience attribute, find your A and B audiences, and save each as an individual Segment.

Then, you can use Compare for some analysis and insight.

  1. Navigate to Understand > Compare in the top navigation bar.
  2. Select your A/B Audiences and generate a comparison.
  3. Use filters to look for most diversity or least diversity.
  4. Click on insights to see the depth of the comparison.

Compare instantly shows you the variations of the impact of your campaign. Insights to check would be:

  • How do the order values vary?
  • What is the engagement rate of the campaign comparatively?
  • How many customers from each converted into in-store purchases? You can do this by including your attributes in your comparison to measure exactly what you want.

For deeper analysis you can note how the make up of the segment has evolved. Have any customers entered your high-value segments? How do age groups respond to either message? All of these insights are instantly acquired through exploring your segments in Segment.

And, that's how you use A/B splits! We've looked at why you would do it, the process, and how to compare the results. If you have any questions please reach out to Support at support@lexer.io.

July 7, 2024
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