Glossary
Campaigns & Marketing

A/B Test

By: Alec Hollingsworth
Updated:  
July 2, 2025

Definition:

An A/B test compares two versions of a campaign asset to identify which one achieves better results with your audience.
An A/B test, also known as split testing, is a method of comparing two versions of a marketing asset—such as an email, landing page, or donation form—to determine which performs better based on specific metrics like open rates or conversions. In an A/B test, your audience is randomly divided into two groups, with each group receiving a different version (Version A or Version B). By analyzing the results from each group, organizations can make data-driven decisions to optimize their messaging, design, or call-to-action. This approach minimizes guesswork and helps maximize the impact of campaigns, leading to more effective engagement with supporters.

Key Takeaways

  • A/B testing compares two versions of a marketing asset.
  • It identifies which version delivers better results.
  • Helps optimize email campaigns and donation forms.
  • Enables data-driven decision-making.

Why It Matters

A/B testing helps nonprofits optimize campaigns, increase engagement, and improve fundraising results using data-driven decisions.

Real World Example

A nonprofit wants to improve its email donation appeal. Using Keela, they set up an A/B test: Version A uses a subject line emphasizing impact, while Version B highlights urgency. After sending each version to half of their email list, they analyze open and click-through rates in Keela’s dashboard. The results show that the urgency-focused subject line (Version B) led to a higher open rate and more donations. The nonprofit then adopts this approach for future campaigns, leading to greater engagement and fundraising success.

How Keela Helps

Keela’s Campaigns & Marketing tools allow users to conduct A/B tests on email campaigns and donation forms. By leveraging Keela’s analytics, nonprofits can easily compare variations and identify what resonates most with their audience, driving better engagement and more donations.

Frequently Asked Questions

What can nonprofits test with A/B testing?

Nonprofits can test subject lines, email content, images, call-to-actions, and donation form layouts to see what drives better engagement or donations.

How does Keela support A/B testing?

Keela allows users to create and send A/B tested emails or forms, then tracks and reports performance so you can easily compare results.

How many versions can you compare in an A/B test?

A traditional A/B test compares two versions. However, some tools, including Keela, may allow for multivariate testing with more than two variations.

Why is A/B testing important for email campaigns?

It helps identify which messaging, design, or timing resonates best with your audience, leading to improved open rates, clicks, and conversions.

Related Terms

Accessibility Compliance
Acknowledgement Letter
Address Verification
Affiliation
Archiving Historical Donor Data
Audit Trail

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