Learn From These 6 A/B Tests

Hey it's Max from The Inbox Newsletter.

We're 6 months into 2026, which means BFCM is officially around the corner.

Most brands start thinking about BFCM in October, which is roughly the marketing equivalent of studying for finals the night before…

But by the time BFCM rolls around, you should already know what subject lines work for your list, what pop-up offers convert best, what welcome flow variation drives the highest AOV, and every other lever you can pull…

Which is why today I’m walking through 6 recent A/B tests learnings we've found that you can steal to lock in your Q4 game plan.

Let's get into it.

Test 1: Scroll-To-Reveal Design vs Standard Layout

We tested a scroll-to-reveal design (where the product hides at the top and reveals as the customer scrolls) against our standard hero + product layout for a new product launch campaign.

See example below:

Winner: Scroll-to-reveal by a wide margin on revenue.

For product launches or any promo where curiosity matters, the scroll-to-reveal design can be a fun thing to try and force engagement!

Test 2: SMS With Image vs Without

We tested a new product drop SMS with an image attached against the same SMS without an image.

Winner: SMS with an image, by 4x on revenue.

For any high-intent SMS send (drop, promo, restock, etc), the image lets customers look at the product before they even click. If they like what they see, the click is basically a done deal.

Test 3: "Your Order Is Ready To Be Shipped" vs Offer-First Subject Line

We tested a welcome email with a "Your order is ready to be shipped" subject line and framing against a standard offer-first welcome email that leads with the discount.

Winner: Order-ready-to-ship framing, by a long shot.

The framing of your subject line changes how the customer sees the entire email before they even open it. "Your order is ready to be shipped" frames it as an urgent action item the customer needs to take.

Much stronger than another discount they can circle back to later.

Test 4: Welcome Email #1 Discount Placement

We tested where the discount code lives in the first welcome email. One variation had the code below the hero image (Variation A), and the other led with the code at the very top of the email (Variation B).

Winner: Code above the hero, with a higher click rate AND higher placed order rate.

As expected, putting the discount code and CTA button higher up in the email drives more clicks and more purchases. Customers don't want to scroll to find their offer, but want it front and center.

Put your discount code above your hero images!

Test 5: Flat vs Mystery Discount In Abandoned Checkout

We tested "Take 10% OFF your cart with code XXX" against "You have a mystery discount in your cart with code XXX" in the abandoned checkout flow.

Winner: Mystery discount, with significantly higher engagement and orders.

Mystery codes are especially effective in abandoned cart and abandoned checkout flows.

Customers are already close to purchase, and the intrigue of "what could the discount actually be?" is often enough to get them back to complete their order.

Test 6: Pop-Up Image vs No Image

We tested including a product image in our desktop pop-up against a simpler form with no image.

Winner: No image, with a higher submission rate, more orders, and higher revenue.

For desktop pop-ups, less can actually be more. A cleaner form without an image gives the customer less to process, so their eye goes straight to the fields and the CTA button.

Faster read time = more submissions.

And there you have it, 6 tests you can steal and run for yourself! 

These could be tests being ran on your account by our team… minimum 6-10 AB tests every month. Book a call here »

Email Inspiration Of The Day

Brand:
Molly’s Suds

Email Design:
https://drive.google.com/file/d/1EauypID_4C87duqZ5G99P425tRc-GVJ1/view?usp=sharing

Notes:

Love a good us vs them email. Great way to handle price objections!

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max Sturtevant

P.S
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