Campaign A/B testing in Composer
Composer builds A/B tests alongside a campaign, varying subject lines, sender names, content, design and SMS copy.
Entries on this page are generated by AI from vendor sources. How AI is used
A/B & multivariate testing
Controlled tests of variants.
| Month | Changes |
|---|---|
| 2026-02 | 2 |
| 2026-03 | 0 |
| 2026-04 | 1 |
| 2026-05 | 1 |
| 2026-06 | 1 |
| 2026-07 | 3 |
| 2026-08 | 1 |
| 2026-09 | 1 |
| 2026-10 | 2 |
| 2026-11 | 1 |
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Platforms with recorded changes
Platforms with at least one feature state classified in this capability (primary or secondary, minor updates included), in the site's fixed order. Select one to filter the timeline. Counts are not shown side by side: they reflect how finely each vendor documents, not how much it offers.
Timeline
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Matches the Release Matrix evidence: latest state reached in the selected period, entries under review excluded, primary and secondary capabilities included.
No recorded changes match these filters.
Within each period: major updates as cards, then notable ones as rows; newest first in each group. Minor updates below.
November 20261 change
October 20262 changes
Experiments API endpoints
Iterable adds 12 Experiments API endpoints to create variants, update settings, start or cancel experiments, declare a winner and retrieve totals and trends.
Visibility testing for Customer Hub rollout
Customer Hub can be shown to a chosen share of visitors for a set time, tracking engagement and revenue before full rollout.
September 20261 change
Decisioning support in journey simulation
Journey Simulation now models Decisioning: content decision nodes, Optimize targeting, decisioned actions, and offer ranking policies.
August 20261 change
Re-randomize on re-entry for batch Journey A/B tests
Batch Journey A/B Test steps can now reassign a fresh variant when a profile re-enters, avoiding stale sticky assignments across recurring runs.
July 20263 changes
Templates as experiment variants
Existing templates can be used directly as experiment variants instead of rebuilding content, speeding up experiment setup.
Klaviyo 2 minor updates A/B & multivariate testing
- GA A/B testing combined with personalized send time source Campaigns can now combine content A/B testing with personalized send time so each recipient gets the winning content at their optimal time.
- GA A/B testing inside WhatsApp flows source A/B tests can now be added directly inside WhatsApp flow steps to compare content and auto-select the winner.
June 20261 change
Multi-platform Quick Push A/B Testing
Quick Push A/B Testing now supports multi-platform push campaigns and Canvas steps via variant groups, testing aligned iOS and Android variants together.
May 20261 change
A/B testing for push notifications in flows
Flow Builder can now A/B test push notification titles, body copy and behavior and pick winners by engagement.
April 20261 change
Journey path experimentation
The Optimize node runs A/B or multi-armed bandit experiments on journey paths, now GA with experiment type selection and winner scaling.
February 20262 changes
A/B split tile experiments in journeys
Experiments can be created and measured directly from an A/B split tile in Journeys, with metrics configured on the tile and viewed in Intelligence.
Experiment analytics by period
Experiment metrics can now be viewed for the pre-winner Experiment Period alone or for the full Experiment (all time) window.