I recently ran an email A/B test on two different subject lines. Despite version B having over a 2% higher open rate, that was deemed statisically insignificant and version A was sent by default. From my perspective, a 2% difference in open rate is far from insignificant. So, I would like to either see more clarity into how a winner is determined by the system (which I have not been able to locate, even after speaking with support), as well as the ability to manually select a winner on A/B tests like this. I have used this functionality in other marketing automation platforms previously, and found it extremely beneficial. In that scenario, HubSpot would notify the user who set up the A/B test when the test has completed, and potentially present HubSpot's suggested 'winner'. The user would then be able to either approve HubSpot's suggestion or select the winner themselves.
I so agree - just had a chat with HS and I am taken aback that this is still not possible. I used to work for an ESP where already in 2008 we had this, and many more user-friendly options - well, we even had ABC or ABCD tests... multivariant.
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