In the world of digital marketing, every click, every interaction, and every message matters.
However, one of the biggest challenges brands face is accurately measuring which strategy delivers the best results.
That’s exactly where Braze’s A/B Testing (split testing) feature comes into play.
In this article, you’ll learn how A/B testing works within the Braze platform, which metrics to track, and how Omtera’s Braze expertise helps you optimize campaign performance step by step.
Campaign optimization is a data-driven process that enables brands to continuously improve their digital marketing strategies.
The goal is not just to run a campaign but to analyze every interaction’s performance and achieve higher conversion rates over time.
Today, for marketing teams, this concept has become the key to growth at every stage of the customer lifecycle.
With the right optimization process, brands can:
For all of this to work effectively, data collection, analysis, and activation must function in harmony.
This is where Braze stands out — not just as a measurement tool but as an AI-powered customer engagement platform that automates campaign optimization.
A/B testing lies at the heart of Braze’s campaign optimization strategy.
Through these experiments, brands can statistically determine which message, channel, and timing truly work.
In the next section, we’ll explore how A/B testing works in Braze and how Omtera adds strategic value to the process.
A/B testing is the method of comparing two (or more) versions of a message or campaign to determine which one performs better.
For example:
Braze eliminates the manual work by providing an automated, statistically significant, and scalable testing framework.
Why is it important?
Because brands today make decisions based on data, not assumptions.
Braze A/B testing not only boosts your campaign performance but also helps you understand audience behavior and preferences.
Braze structures A/B testing in a simple and flexible way:
You can create tests at the Canvas (journey flow) or Campaign (single campaign) level.
Identify the element you want to test:
Add each version as A and B. Braze automatically splits your audience evenly.
Define how you’ll measure success:
Braze monitors these metrics in real-time and calculates confidence intervals to determine which variant performs better.
Once the winning variant is identified, Braze automatically sends that version to the remaining audience.
This makes A/B testing not just about analysis — but an integral part of continuous optimization.
A/B testing doesn’t end with creating variants. It requires strategic planning and accurate interpretation.
Here are Omtera’s top recommendations:
Avoid random testing; always test with intent.
Example: “Shorter subject lines will increase open rates by 10%.”
Change only one element per test.
Testing multiple variables at once makes it impossible to identify which change drove the result.
Braze automatically calculates the minimum audience size for statistical significance. Don’t test below that threshold.
User behavior varies by time of day and day of the week.
Keep your test running for at least 3–7 days for reliable insights.
Interactions can evolve over time. For example, in email or in-app messages, results from the first 24 hours can be misleading.
Braze offers a powerful testing framework — but strategic execution requires expert guidance.
As a Braze Solutions Partner, Omtera empowers brands in several key areas:
Omtera helps you not just test campaigns but also form hypotheses, define audience segments, and build structured test plans.
Omtera’s analytics experts interpret Braze dashboards and experiment data to provide actionable optimization insights.
Integrate A/B test results with tools like Snowflake, Segment, or Google Analytics to achieve a 360° customer view.
Omtera provides customized Braze training programs to help your team confidently manage their own experiments.
A/B testing in Braze not only evaluates variant performance but also reveals how effective your overall campaign optimization strategy truly is.
To ensure meaningful results, tracking the right metrics is essential.
Here are the most important performance indicators to monitor:
This metric measures how engaging your email or push notification is to users.
It’s ideal for evaluating the effectiveness of subject lines, preview text, and delivery timing.
An increase in open rate often indicates strong targeting and compelling messaging.
CTR reflects how well your message drives user engagement.
Elements like CTA copy, button design, and layout all directly influence CTR.
The higher this rate, the stronger your content and creative execution are.
Conversion rate measures the percentage of users completing your desired action (e.g., purchase, form submission, subscription).
Braze tracks this data per campaign, revealing which variant delivers the best commercial outcomes.
Remember: true optimization is measured by conversions, not clicks.
Retention indicates whether users stay engaged with your brand over time.
Analyzing retention alongside A/B test data helps you measure not just short-term impact but also long-term loyalty.
For mobile app campaigns, retention is a key optimization pillar.
Though often seen as negative, unsubscribe rates are a valuable indicator of customer satisfaction.
Monitoring this in Braze helps you balance frequency, relevance, and tone across channels.
A high unsubscribe rate may point to over-communication or irrelevant content — a sign your strategy needs recalibration.
When viewed together, these metrics prove that A/B testing is not just an experiment but a continuous, data-driven learning process.
With Omtera’s Braze consulting, you can interpret these insights, identify trends, and refine future campaigns for stronger impact.
Do you want to elevate your marketing with measurable results?
Get in touch with Omtera today and take your Braze-powered campaign performance to the next level.
Ready to get more from your campaigns? Book a session with Omtera to plan your Braze testing and optimization strategy today.
Which campaign types can use A/B testing in Braze?
Email, push notifications, SMS, in-app messages, and even webhooks — Braze supports testing across all channels.
Is the winning variant selected automatically?
Yes. Braze automatically determines the winning variant based on your chosen success metric and applies it to the remaining audience.
How does Omtera support this process?
Omtera strategically structures Braze’s testing framework, analyzes your data, and ensures ongoing optimization for sustained success.
.webp)
.svg)