Hey marketers. Today, we're mastering the Formageddon
with Omnisend’s A/B Testing in Forms—strategic, mistake-proof,
and filled with insider tips. Grab a cup of coffee,
get comfy and follow along, it’s much easier to retain the information
if you try doing something yourself. Well, if you’re ready, let's dive in! So here we are in the Omnisend dashboard. We're going to go ahead and go into forms
and we're going to create a new form. Now, what you see here is a bunch of templates
with different themes and different types. But do note that only the pop-up form is allowed to be a be A/B tested,
meaning that embedded and landing pages do not have an A/B test feature
assigned to them. So I'm just going to go ahead
and click on pop-up and we're going to use this
template because I like it. So here we are. And now I'm going to show you
how to actually create the A/B test. So what we have here is a list of our forms, obviously, and we have this pop up form that we have just created. And we're going to select
this little dropdown and click on “setup A/B test.”
Now I will note that it is possible to also set up an A/B test
through the builder itself. But the way you do it might vary
because we're trying to make it more accessible. So the way I'm going to do
this is I'm going to go through this. So let's click on set up A/B test,
and here we are. This is this A/B Settings page. And I'm going to explain
what what you're seeing here. So what you see
here is two versions of the form that were just copied
from this original form. And I'm going to stick with that. I'm going to call it the “original”. And there were just two copies
made of that. And you can change those copies
the way you like just to make an A/B test. Now I will mention that for the time
being, there are only two versions available for A/B testing. You cannot create 3, you cannot create 4,
there is only two of them. Now I'm
going to explain what the split is. So a split is essentially a percentage of people that are going
to get this version of the form. So what happens when a visitor opens
your site who is not subscribed, he will get automatically assigned
a certain version of this form. Let's say someone enters your website,
it gets the version B, another person enters your website,
it gets the version A because the likelihood of
that is like 50/50. So that's very likely. So I can change the split if I don't
really feel confident about like, let's say, the version A and I will call version A
and version B a bit differently. I'm going to call a version A
the “control” version, the one that you're trying to test, and the version B
is going to be called an “experiment.” So actually I feel pretty confident
with the original. That was pretty good. So I'm going to stick
with the 80/20% split. So here we go. Now, I also want to show
you the form list page again. And there you go. So we have, for example, the GREG AB Test
right below it and just says popup. There is no AB test assigned to it. But if we look over here,
we have thepop up draft A/B test setup. So this is the one that we have created
and the one that we're editing right now. Now you might be wondering
if I changed my mind and I no longer want to run an A/B test. Is it possible to, well,
cancel it and disable it? Yes, it is possible. And you can do it
through the email builder. But then again, it's going to change
the way you do it might change. So I'm just going to do it
through the forms list. So I'm going to click the dropdown
once again. A/B Test. Edit A/B test. And if we look over here, click on this little dropdown
and we're going to click Cancel AB Test. Now I will note what this is going to do. Is it going to restore the form
to this original version and get rid of these versions. So if you made any edits to this,
just know that you are going to lose it and this will be reverted
back to the original version. So since I didn't make any changes
and I'm not losing anything, I'm just going to cancel the A/B test And we are put back to the forms
list with our pop up now saying just pop up, there is no AB test
assigned to it anymore. But since we are making a maybe test,
let's go ahead and do that once again. Set up an A/B test. And here we are again. I'm going to revert that to 80/20 and notice how that also switched to 20,
because 80 plus 20 equals 100. And I am going to keep the version A as it is and I'm just going to edit the version B. So let's click on in it. And what you see here
is just a popup form, but there is a little bit of something
new that you might notice and it is the countdown timer feature
that we have added quite recently. Now what you can do is just specify a date
and it is going to count down to that specific date
for all of your pop up. Well, impressions. And you can, of course, change the font to that change
countdown color all the things like that. And the version A does
have that same as this one. And I'm going to test
if having a countdown timer is going to make any impact
on my sign up rate. So I'm just going to get rid of that
in the version B. The version B, you can see it here. And since I have made this correction over here,
I'm going to switch back to version A just to show you
that it was not changed at all and it was only that version B
that was changed. Version A, version B. And I'm also going to leave a little typo over here
and I will show you later why I did that. Let's say
leave your email 2 get the limited deal. Let's go with that. Now, I also want to direct your attention
to the targeting section, because it's really important
that both versions of the form appear on the same page because changing
that might lead to in comparability and would damage the results
of the form, essentially. So I would highly recommend setting
the same page for both of the versions. So I've got that in mind already
and I have this one of our products, one of our demo pages products, which is called The World’s
Softest Sweatshirt. And I'm just going to copy the URL to it and added over here and I'm going to do the same
for the version A. Targeting, Appears on URL, paste. now we are
just about ready to launch the A/B test. But a little disclaimer before we do. When we do end up launching the A/B test,
the original version will be erased and only the “control” and “experiment”
versions will remain, so you will no longer be able
to access the original version. But since we don't really care
that much at the moment, we are going to go to the settings
and start the A/B test. And here we go. You can see that “A/B started” status
on the form that we have just launched. And we let's just go to the website and
see what kind of form we are going to get. So here we go. We got the A version
or the “control” version, which has the countdown timer
attached to it. So let's
go ahead and fill in some of the info. I'm just going to call myself
Alex@company.com And there we go. We have filled in the form. So I got this version but some of
your visitors will get a different version and the percentage of those users depends
on the percentage that you specified when you were setting up your A/B
test in the split section. Okay, so we’ve
got the test up and running, now what? Now what you might recall that I have left
a little typo on the version B which might impact our results
because, well, of the the typo. And let's just jump into the actions and let's edit that. There we go. Update it. And the form was updated. So now why did why did I do that? It's to show you that it is possible
to edit the form after it is launched, but I would not recommend that because it might hurt the forms, readability and the reliability of the data
that you receive. know, you might be thinking, what if I want to pause or temporarily
disable the form? Well, it is currently not possible. In the only way to do that is to pick
a winner, which I'm going to show right now. So if we go over here
and we can already see the data that was populated,
so we get the split of 80/20 and of course I've got this one because it's a much
more higher likelihood of that happening. So we got 1 view, 1 interaction
and one signup 100%, 100% just the perfect form,
am I right? So what we can do now is
we can choose the winner. And of course, that would be
the control version. And the experiment has failed for us. So what's going to happen
after I choose the winner? Is it as you remember,
the original version is already erased. And what this is going to do
is erase the losing version as well. So if I choose this, the form goes back to just the popup
without the A/B test attached to it. So if we go over here, you can see that
this is just a controlled version. And now you might be also thinking
what happens to the data that was attached to both of the tests? Well, it gets merged into a single entity and you can see all of the data over here. However, you will not be able to tell
which form was displayed at that time. Was it the version A or the “control” version, or the version B
or the “experiment” version? You will see the joint information
into one single entity, essentially. Now, what you can also do is go back. Let's go back to the forms. Let's hop back into the same form that we have just created an A/B
test it already. And what we can do is I'm going to show
you how to do it in the email builder this time. You can create an A/B test
directly from the editor over here. You can set it up again and you can do it as many times as you want,
on as many popup forms as you want. You can keep using the same one
or make more tests. It's really up to you. Okay. So let's quickly recap
what we've learned so far. When the A/B form is created,
there are 3 versions of the form that co-exist independently—the “control”
or A version, the “experiment” or B version,
and the “original” version. Only 2 form versions of A/B test
can be launched at the same time. Once the A/B test is started,
the “original” version is erased. It is possible to edit the forms
post-launch but it is not recommended because changes might affect the result’s
consistency and comparability. Pausing
the A/B test is not currently possible and the only alternative
is picking a winner. After you pick the winner,
the data from both test versions is merged in the reports
and other versions of the form are erased. Alright, so knowing how to do it is great
but let’s also talk about the “why.” Testing your Forms, you get the flexibility to experiment
with various aspects of your popup forms and compare the results
to achieve the most optimal result. Maybe it’s the image that’s throwing people off,
or maybe the text is not enticing enough? Let your audience decide what they like! After all they are
the ones interacting with the form. Let me give you a few examples of
what kind of test you could try running. Number 1. Different Copywriting. Test variations in the text
and messaging of your forms. Number 2. Different Visuals. Experiment
with images, colors, and graphics. Number 3. Look and Feel. Adjust both the visual elements
and copywriting for a comprehensive makeover
and see what sticks better! Number 4. Display Settings. Test different triggers or timing for form
display. Number
5. Single-Step vs. Multi-Step Forms. Explore whether a one-step or multi-step
form is more effective. Number 6. Contact Information. Experiment with the amount of information
you collect, if your customer really wants to hear from you,
why limit yourself to a single channel? Number 7. Wheel of Fortune vs. No Wheel of Fortune. Test whether adding gamification
affects form submissions. And so on! It’s really all in your hands
And I would generally suggest changing up one or two elements in the form unless it’s a complete
and radical overhaul of the design. And this is it! You have now mastered A/B testing for forms and you’re
ready to start rolling out your tests. But if you still have some questions
or concerns, just make your pick! You can: contact our support team via
live chat through our dashboard, drop them an email at support@omnisend.com or simply leave a comment below and we’ll
be sure to clear any doubt in your head! Oh, and we also have a helpful guide in the description
to help you on your journey. See you in the next one!
