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Will profiles that received the losing variant again receive the winning variant?
Will profiles that received the losing variant again receive the winning variant?

Here I explain what variants your customers get with an A/B test.

Carola avatar
Written by Carola
Updated over a year ago

The answer to this is short: no. This is simply impossible. This is because with an A/B test you have 3 target groups:

  • The target group that gets variant A

  • The target group that gets variant B

  • The remaining target group that gets the winning variant

If in this situation, variant B wins, then your customers who receive variant A (the losing variant) will not receive variant B. Your customer would otherwise receive an (almost) identical newsletter twice in one day. And that's not the intention.

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