How to review email A/B test results for flows

How to review email A/B test results for flows

Estimated 3 minute read

Updated Oct 8, 2026, 12:00 AM EST

Table of contents

You will learn
View the A/B test results page
Test overview
Variations
Additional resources

You will learn

Learn how to review A/B test results for flow emails and what each indicator on the results page means.

A/B testing flow messages can provide valuable insight into your audience. Klaviyo makes determining what changes you should make to your sending strategy simple. Not only will you know the winning variation for an A/B test, but also other important factors, such as winning metric details.

View the A/B test results page

The option to view test results will only appear for tests that have been published - this includes tests that are currently running and those that have completed. To learn more about creating and publishing a test, please see our article on how to A/B test a flow email.

To view the results of a test while it is running or after completion, follow these steps:

Click an email within the flow builder that has a published A/B test.
In the right details sidebar, click View test for a running test or View A/B test for a completed test.

You will automatically be taken to the A/B test results tab, where you can see the results for the current or most recent A/B test.

If you want to view the results for previous tests, open the test name dropdown on the top left of the page and choose the name of a previous test to view its results, as shown below.

The results page is broken into two parts:

Test Overview
Variations

Test overview

In the Test Overview section, you’ll see a snapshot of the test results.

The following sections will appear for currently running tests:

Win ProbabilityWhich variation is likely to win and the percent likelihood that a given variation has of winning
Winning Metric The metric selected during test setup (either Click Rate or Open Rate), whether the results are statistically significant, and the difference in percentage points between the 2 highest-performing variations for that metric
Test NameName of the test you are viewing results for
StatusWhether the test is running or completed
Start DateDate and time the test started in your account’s configured timezone
Current Weights The percentage of recipients currently assigned to receive each variation. If you selected automatic distribution, these percentages can change as the test runs.

The following sections will show for completed tests:

Winner The variation selected as the winner, either automatically based on the winning metric or manually. The result indicates when the winner was manually selected.
Test NameName of the test you are viewing results for
StatusWhether the test is running or completed
Start DateDate and time the test started in your account’s configured timezone
End DateDate and time the test completed in your account’s configured timezone

Variations

In the Variations section, you’ll see a chart of the winning metric over time for each variation and a table comparing the variations.

The following metrics are tracked for each variation:

Deliveries How many emails were delivered for the variation
Open Rate The percentage of delivered emails opened, with the number of opens shown below
Click Rate The percentage of delivered emails clicked, with the number of clicks shown below
Conversion metric If available, a column named for the selected conversion metric. Depending on the metric, it shows the number of recipients who converted or the attributed value, with additional conversion details below.

The default conversion metric for most ecommerce integrations is Placed Order. If this is your selected metric, the table shows the attributed order value and the number of recipients who placed an order, rather than the placed order rate.

Open a variation’s row menu to Preview it or Save as Template. Saving as a template requires permission to edit templates.

Additional resources

How to A/B test a flow email

Learn how to use Klaviyo’s A/B testing experience to test individual emails in a flow, including things like subject line, discounts, and email content, etc. You can even use A/B tests to determine if plain-text emails perform better than image-heavy HTML emails. - How to A/B test an email campaign

Learn how to set up and run an A/B test for a campaign, how to read the test results, and a few use cases for A/B testing campaigns. Klaviyo's A/B testing feature for campaigns allows you to easily test different subject lines, message content, and send times so you can better understand what works best for your audience. - How to A/B test a sign-up form

Learn how to use A/B testing to evaluate the performance of various elements of your sign-up forms. By effectively analyzing the results, you can ensure that your forms resonate with site visitors and contribute to list growth.

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