Testing That Moves Revenue (Not Just CTR)

Set success criteria first; CTR vs Click‑to‑Order; sample sizes; avoid testing tiny cohorts; when subject‑line “wins” lose revenue.

Don’t let automated MVT crown “winners” on opens or clicks that lower revenue per send. We’ve seen variants with lower CTO outperform on Click‑to‑Order and AOV, driving more revenue overall. Define the KPI up‑front (usually revenue) and avoid micro‑tests that never reach significance.

Q1: What should we report weekly?
A: Revenue/email, CTO→order rate, AOV, unsubscribe/complaint rate.
Q2: What not to test?
A: Low‑volume emails deep in flows; focus on high‑impact steps first.

Need a revenue‑first testing plan? We’ll build and run it in Klaviyo.