A/B Testing Workflows
A/B testing an entire workflow to see what places could be improved to improve conversion rates.
Thanks everybody for this suggestion. Optimizing workflows and automated emails is definitely something we would like to have in the future.
This would be a great feature.
John Daskovsky commented
Here's my suggestion for how this could work...
Currently workflows have the action "Send an email". I suggest that you add an action called "Send an A/B test" which would allow you to select multiple emails that have been saved for automation. When that action is triggered, Hubspot would select one of the variations. A report would be needed to track the delivery, open, and click rates of the variations.
This simple option would add an enormous amount of power to the hubspot platform. We send the vast majority of our emails with workflows and really need a method to improve our workflows. A/B testing is one of the only ways to make fact-based improvements to email campaigns. Without this feature, we're basically forced to guess at how to improve.
Please implement as soon as possible! Thanks.
Can I please have an update on this idea. It was first suggested 18 months ago, which seems a long time for it to accrue over 200 votes and yet not get developer feedback.
Please add this feature ASAP... I couldn't think of anything that would have a bigger impact on our business.
Claire Lewis commented
This would be a fantastic edition for our business. Being able to optimise our nurture workflows via A/B testing would be of great value.
If HubSpot is serious about getting data-driven, tech-savvy marketers on board, then this is a must-have for serious marketers. Not able to test workflows, or emails in workflows is a MUST have now for us. Disappointed that HubSpot hasn't replied to this at all.
Justen Burrhus commented
I'm having trouble getting my head around specifically what you are A/B testing when testing workflows. Are you testing two entirely different workflows against each other?
If not I believe you can get more value out of AB testing every email send. Currently I have 3 workflows set up that feed into each other in a loop. Each workflow sends an email, if that email isn't opened it sends a second one with a different subject line. I have AB tests on both of those emails, so 6 AB tests total. Once I see results on one of my AB tests I make changes that reflect the results on the other six.
Christopher Kiertz commented
Yes yes yes, and yes! I'm working on a workflow that will take 3 1/2 months to go full cycle. That means we have to wait the entire 3 1/2 months before we even think about tweaking it. If we were able to A/B test, we'd at least get some sense of what's resonating and what's not. This would be HUGE!
Totally agree. This feature is a must have. We use Hubspot for its automation features. Not being able to split test emails in our workflow to test how to improve it is very bad!
Our issue is exactly the same as Lorien's below. We rarely do one-off emails. The whole basis of your platform is automation and the ability to test content - not having this functionality seems counter-intuitive. I think it's a big mistake not to have this and, honestly, will make us have to re-visit the benefits of this platform vs. others.
Majority of the reason we use Hubspot is for automation. We echo Lorien's sentiment that this is holding back our ability to optimize workflows. Would love to beta test down the road
We very rarely do a one-off email blast. Almost all our emails are in automated workflows (which is the point of Hubspot!). Not having the ability to tweak and test those (which we had been able to do in Eloqua) is definitely holding us back!
This would be SO helpful, since currently it seems we can only A/B test emails in a single blast...