A/B Tests to Run + Tracker by Chronos Agency.xlsx

	A	B	C	D	E	F	G
1	A/B Test Ideas: Pulled from 1,600+ Tests Across 500+ Brands
2	Start with open rates. Then click rates. Then placed order rates. Fix the top of the funnel before optimising the bottom. Green rows are tests we’ve already run on live client accounts. Full results, both variants and screenshots are in the ✅ section at the bottom.
3	→ Pick a test → Log it in the Flows or Campaigns tab → Track hypothesis vs result → Run one test every 2 weeks
4	#	Test Hypothesis	Channel	Where to Test	Metric to Move	Likely Winner	Insight from Testing

5	🎯 OPEN RATE TESTS — Fix these first. There's no point optimising content nobody opens.
6	1	Afternoon send time (5–7PM) vs morning (9–10AM)	Email	Flows + Campaigns	Open Rate	Afternoon	Afternoon consistently outperforms in Chronos tests across 1,600+ sends. Hypothesis: working adults check email end-of-day. Use Klaviyo Smart Send Time to validate per account.
7	2	Real customer review quote as subject line vs brand-written headline	Email	Flows + Campaigns	Open Rate	Review quote	From 1,600+ tests: '"This stuff works unlike anything I've EVER used!" ⭐' beat 'How awesome do you want to look?' Verbatim social proof cuts through in the inbox.
8	3	Curiosity-inducing subject line vs straightforward product benefit	Email	Flows + Campaigns	Open Rate	Curiosity	'The Perfect VR Gaming Accessories! You Won't Believe Your Eyes!' beat 'Enhance Your Gaming with Our Latest VR Accessories.' Pattern holds across tech, beauty, pet categories.
9	4	Benefit-led subject line vs feature-led subject line	Email	Flows + Campaigns	Open Rate	Benefit	'Healthy teeth = a happy dog!' beat '100% Natural Dental Chews.' Lead with what the customer gets, not what the product does.
10	5	Statement subject line vs question subject line	Email	Flows + Campaigns	Open Rate	Statement (usually)	Tested 3 rounds on TexTale — statement SL won or tied every time. Note: results not always statistically significant. Questions can feel like effort. Statements deliver.
11	6	Specific discount amount in subject line vs urgency-only	Email	Sale Campaigns	Open Rate	Specific amount	TexTale: 'Last chance for up to 60% OFF + FREE gifts' beat 'Valentine's Day Sale ends today.' Specificity signals value before the open.
12	7	Percentage discount framing vs outcome/value framing in subject line	Email	Pop-ups + Campaigns	Open Rate + Submit Rate	PROVEN: percentage framing	Run on Qure: submit 10.78% vs 7.00%, +162% revenue, called in 18 hours. → Full results and both variants in the ✅ section below.
13	8	With emoji vs without emoji in subject line	Email	Flows + Campaigns	Open Rate	Test per account	TexTale: emoji had negligible open rate impact (47.26% vs 47.22%) across 3 tests. Revenue difference was more significant. Don't assume emoji = engagement.
14	9	Real first name in subject line vs no personalisation	Email	Post-Purchase Flows	Open Rate	First name	Strongest in post-purchase flows where the relationship is established. Less impact in cold acquisition sends where the brand relationship hasn't been built yet.
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16	🖱️ CLICK RATE TESTS — Once they're opening, make them act.
17	10	Customer review block mid-body vs no reviews	Email	Flows + Campaigns	Click Rate	With reviews	33.1% average click rate increase across 3 Chronos tests (90%, 60.2%, 82.4% statistical significance). Place reviews mid-email — not just footer. Real quotes outperform star ratings alone.
18	11	Product blocks (dynamic) vs no product blocks	Email	Flows + Campaigns	Click Rate	With product blocks	2.1x click rate lift in best Chronos test. Critical: hero image and product block images must differ — same image repeated looks spammy and tanks performance (Chronos failed test: 1.86% vs 2.31% without).
19	12	Product blocks without price vs with price shown	Email	Flows + Campaigns	Click Rate	Without price (usually)	TexTale 3 tests: hiding price won 2 of 3 times — reduces price objection before the click. Exception: Test 3 showed with-price winning at higher placed order rate. Test per price point.
20	13	Body copy added vs image-only email	Email	Flows + Campaigns	Click Rate	With body copy	TexTale: adding body copy lifted click rate 1.07% → 1.46% and revenue +22%. Second test: 0.39% → 0.54% click rate. Gives context, builds purchase intent before the CTA.
21	14	Text-based or text-heavy HTML vs rich image-heavy HTML	Email	Sale Campaigns	Click Rate	Text-based for sales	Chronos: text-based won 3.5x for sale/announcement emails. Image-heavy won 6.13x for social content emails. Match the format to the intent of the send — not a one-size rule.
22	15	GIF hero image vs static hero image	Email	Campaigns + Flows	Click Rate	Test per account	TexTale W02: GIF vs static tested. Results mixed — GIFs can increase attention but raise file size and load time. Some accounts respond better to clean static. Always test per audience.
23	16	Social content email vs sale-only email in same campaign	Email	Campaigns	Click Rate + Placed Order Rate	Test per account	TexTale 2 tests: mixed results. Test 1. Social content slightly lifted revenue (+7%) despite lower click rate. Test 2. No social content won (+115%). Audience-dependent.
24	17	Bold/explicit offer headline vs passive/understated offer mention	Email + SMS	Pop-ups + Campaigns	Submit Rate + Revenue	PROVEN: explicit offer	Run on Ruff Rover: submit +25.53% desktop / +34.16% mobile, revenue +21.43% / +10.20%. → Full results and both variants in the ✅ section below.
25	18	CTA above the fold vs CTA below the fold	Email	Flows + Campaigns	Click Rate	Above the fold	The first CTA a subscriber sees is the most likely to get clicked. Test placement before testing colour or copy — position has more leverage than most teams realise.
26	19	Gamified quiz pop-up (multi-step) vs standard email capture form	Email + SMS	Pop-up	Submit Rate + Revenue	PROVEN: full-page quiz	Run on Kiyoko: submit +66.7% US / +105.3% CA, 2.17x pop-up revenue. → The full winning sequence in the ✅ section below.
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28	💰 PLACED ORDER RATE TESTS — Revenue per send is the final objective.
29	20	$ amount off vs % off vs outcome-led offer framing	Email + SMS	Flows + Campaigns	Placed Order Rate	Test per account	No universal winner. % off wins in deal-mode contexts (Qure). $ off wins at high price points. Outcome framing wins when product understanding is high (ChargeAsap: 83% of backers, zero discount).
30	21	Urgency escalation across flow emails (10% → 15% → final chance) vs flat discount	Email	Abandoned Cart Flow	Placed Order Rate	Escalating urgency	Garvee: discount logic capped at 12% with expiry urgency built in across cart sequences. Urgency ladder consistently outperforms a single static offer. Protects margin while maintaining conversion.
31	22	Social proof as primary CTA driver vs discount as primary driver	Email	Campaigns + NCA Flow	Placed Order Rate	Test per account	ChargeAsap: email drove 83% of Indiegogo backers with zero discount — pure media validation and deadline urgency. Social proof replaces discount when trust is the actual purchase blocker.
32	23	First-time buyer vs repeat buyer — different discount logic	Email	Abandoned Cart Flow	Placed Order Rate	Segmented	Suppress discounts for repeat buyers who've already converted at full price. Reserve incentives for new customer conversion. Protects margin without hurting overall recovery rate.
33	24	Outcome-focused CTA copy vs action-focused CTA copy	Email	Flows + Campaigns	Placed Order Rate	Test per account	'Start my routine' vs 'Shop now.' 'Use my welcome discount' vs 'Claim offer.' Outcome CTAs align with the customer's motivation, not just the mechanical next step.
34	25	Replenishment email at predicted reorder date vs fixed 60/90-day window	Email + SMS	Replenishment Flow	Placed Order Rate	Predicted date	Nuvé: Klaviyo predictive analytics showed 30-day average gap vs 75-day fixed timing. Earlier trigger aligned with actual repurchase intent. Use average time-between-orders as your trigger, not a fixed rule.
35	26	Post-purchase education email vs review request email	Email	Post-Purchase Flow	Repeat Purchase Rate	Education email	Qure: post-purchase education flow held 66–72% open rates through email 4. Education builds product confidence that drives second purchase. Review request emails ask for a favour before the relationship is earned.
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37	📱 SMS + PUSH TESTS — A parallel channel. Not an email echo.
38	27	Problem/solution angle SMS vs offer-led SMS	SMS	NCA Flow	Click Rate + Revenue	Problem/solution	Qure NCA SMS: problem-led variant beat offer-led in direct A/B test. Leads with a pain point the subscriber recognises ('Struggling with fine lines?') before presenting the solution and discount.
39	28	Segmented SMS by behaviour (customers vs leads vs unengaged) vs single blast	SMS	BFCM Campaigns	Revenue + Unsub Rate	Segmented	Truly Beauty BFCM: 3 message versions across 3 SMS segments. Same promotion, different psychology per group. SMS contributed 3.5% of total store revenue on top of email's 16% in 8 days.
40	29	SMS with MMS (before/after image) vs text-only SMS	SMS	NCA Flow + Campaigns	Click Rate	MMS with social proof	Qure SMS welcome: before/after MMS reduces the main objection ('does it work?') before the click. MMS adds cost — confirm revenue uplift justifies it per account before rolling out broadly.
41	30	SMS triggered 2 hours after email vs SMS sent simultaneously with email	SMS	Abandoned Cart + NCA Flows	Click Rate	2-hour delay	SMS as follow-up gives email a chance to convert first. SMS then catches non-converters while intent is still warm. Simultaneous sends dilute both channels and increase unsub risk.
42	31	Push in the abandoned cart flow for push subscribers vs email and SMS only	Push	Abandoned Cart Flow	Placed Order Rate	Test per account	A fashion brand we work with sees push click-through rates of 15–22%. Fenix runs web push in its cart abandonment flow as well as its campaigns, and push drove 11% of total store revenue. Split the flow on push subscribers so you can see what push adds on top of the email and SMS steps.
43	32	Product image in the push vs text-only push	Push	Campaigns + Back-in-Stock Flow	Click Rate	Test per account	Pushwoosh puts the click lift from rich media at around 2–3x plain text. Track placed orders alongside clicks, since a bigger image can pull curiosity clicks that don't buy.
44	33	Push sent 1–2 hours after the campaign email vs at the same time as the email	Push	Campaigns	Click Rate + Revenue	Test per account	Same logic as test 30. The delay gives the email a chance to convert first, and the push catches non-openers while the offer is still fresh. Sending both at once puts two alerts on the same phone within seconds.
45	34	Pop-up with SMS multi-step opt-in vs email-only capture	Email + SMS	Pop-up	SMS List Growth + LTV	PROVEN: multi-step	Run on Garvee: +101K email and +77K SMS subscribers in one Q4. → Details in the ✅ section below.
46	35	Mystery discount + quiz step will beat disclosed BOGO discount without quiz step in pop-up conversion	Email + SMS	Pop-up	Email + SMS Submit Rate	PROVEN: mystery + quiz	Run on Olivia Jewelry: email submit +30% (17.3% vs 13.3%), phone +24%, quiz step +1–4% on top. → All five winning steps in the ✅ section below.
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48	→ Statistical significance matters. Don't call a winner until sample size is sufficient. Use the "Statistically Significant?" column honestly. Inconclusive results are still useful data.
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50	✅ TESTS WE’VE ACTUALLY RUN — pop-ups and offers: the variants, the winners, and why
51	QURE SKINCARE · Pop-up offer framing — winner: the simpler promise · Format: centered modal with countdown timer
52	Winner: A, decisively. Submit rate 10.78% vs 7.00%, 79 orders vs 28, +162% revenue, 100% win probability, called inside 18 hours. Why it won: A gave the eye one number to process. B asked the reader to do the math (five months, $199, was $595, work out the saving) before deciding anything. Same offer underneath.
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55	RUFF ROVER · Say the offer or hint at it — winner: say it · Format: centered modal
56	Winner: A. Submit rate +25.53% on desktop and +34.16% on mobile; revenue +21.43% and +10.20%. Why it won: the control mentioned 5% off in passing, the winner put the full offer in the headline. People can’t want what they can’t see, and clarity beat subtlety on every metric.
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59	RUFF ROVER · Countdown timer vs no timer — winner: the timer, on both devices · Format: full-page scratch-to-win
60	Winner: with timer, desktop and mobile. Desktop: submit rate 8.04% vs 7.82%, +18% revenue, +21% orders. Mobile: submit 6.01% vs 5.58%, +7.69% revenue, +5.13% orders. AOV dipped slightly both times (2 to 4%). The honest caveat: neither device reached statistical significance, so treat this as a lean, not a law. Urgency pulled more people through the same offer.
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63	KIYOKO BEAUTY · Full-page quiz vs half-screen form — winner: the question · Format: A full-page takeover, B half-screen modal
64	Winner: A. Submit rate +66.7% (US) and +105.3% (CA), pop-up revenue 2.17x (US), step-one engagement more than tripled in both markets. Why it won: the control asked for an email on screen one. The winner opened with a playful question, then spread the decisions across four light steps: tap, email, phone, quiz. Each yes built on the last. The follow-up: a second full-page rollout in November roughly doubled submit rates again, the same month the account hit its highest attributed-revenue share in its history.
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69	OLIVIA JEWELRY · Tiered offer vs flat discount — winner: the tiers · Format: campaign offer, not a pop-up
70	Winner: A, +12% revenue per recipient. Why it won: "buy more, save more" pulled average order value up, the bigger ceiling gave people a reason to add another item, and a structure they hadn’t seen before felt fresh next to the usual flat percentage. Same BOGO base under both.
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73	OLIVIA JEWELRY · Four-way scratch-to-win — winner: mystery discount + quiz step · Format: full-page takeover
74	Winner: mystery discount + quiz, beating all three other variants. Email submit +30% (17.3% vs 13.3%) and phone +24% (6.77% vs 5.47%) for "Mystery Discount" over the disclosed "Buy One Get One 50% Off", and adding a quiz step between the scratch and the email ask added another +1–4% on top. The twist that makes it clean: the mystery card resolved into the same BOGO 50% everyone else saw upfront. Same prize, withheld vs disclosed, and withholding won. All five steps of the winning sequence:
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79	GARVEE · Multi-step SMS opt-in vs email-only capture — winner: the multi-step
80	Winner: the multi-step rebuild. +101K new email subscribers and +77K net new SMS subscribers in a single Q4. Why it won: email and SMS each got their own yes instead of one crowded form, and exit-intent triggers caught leavers the old pop-up never saw. The setup: the pop-up rebuilt as a sequence, email first, then SMS as its own step, with an exit-intent version for anyone leaving without subscribing.
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