A/B testing, also known as split testing, refers to a randomized experimentation process wherein two or more versions of a variable are shown to different audience segments at one time to discover which option performs better. A/B testing is a popular marketing technique used to optimize push notifications, emails, SMS, in-app messages, websites, ads, and more. Using this technique in your messaging strategy can help you align your communication with user expectations and gain insights that can be replicated in other campaigns.
In the OneSignal dashboard, you can use the A/B testing feature to test out different message elements to discover what content resonates most with your target audience. Testable notification elements include the message title, subtitle, content, images, icons, emojis, badges, sounds, logo, launch URL, and CTA button. In addition to testing individual elements, OneSignal also offers advanced A/B testing, allowing you to test up to 10 variables simultaneously.