> ## Documentation Index > Fetch the complete documentation index at: https://documentation.onesignal.com/llms.txt > Use this file to discover all available pages before exploring further. # A/B Testing > Optimize your push and email messaging with OneSignal's A/B testing to improve engagement and campaign performance. A/B Testing helps you optimize messages by testing up to **10 variants** and evaluating performance based on metrics like open rates and click-through rates. This allows you to improve user engagement and make data-driven messaging decisions. Marketers focused on Lifecycle and Growth can use insights from A/B tests to make impactful improvements that align with broader business goals. Whether you’re testing push notifications or emails, A/B testing allows you to experiment with different designs, copy, calls-to-action (CTAs), and more. For example, test whether: * A push with an image outperforms text-only * A CTA like “Claim Offer” works better than “Get Started” * A short subject line gets more opens than a longer one *** ## Plan availability * **Pro & Enterprise Plans**: Up to **10 variants** * **Free & Growth Plans**: **2 variants** [Compare Plans](https://onesignal.com/pricing) *** ## How A/B Testing works A/B testing is only available when sending through the dashboard. It is not available with the API. To create A/B tests with Journeys, use [Journey Split Branches](./journeys-overview#split-branches). When creating [push](./push) and [email](./email-messaging) campaigns through the dashboard, click the **A/B Test** button and **Add Variant** to create additional tests. Your Audience (included and excluded segments) will be all the users eligible for the campaign. After you create the variants, you can select a portion of your audience to receive randomized variants i.e. 25% means 25% of the segment(s) selected will randomly receive one of the variants. A message with 2 variants (A & B) targeting 25% will have 12.5% of the audience get variant A and another 12.5% get variant B. A message with 10 variants (A-J) targeting 25% will have 2.5% of the users get each variant.

By default, 25% of your audience receives the A/B test. For valid results, each variant must receive enough users. The more variants you use, the larger your test group must be. If you set 100%, the message will be sent evenly to all users in the audience and eliminates the ability to send the "winner" to remaining users. ## Select a Winner Messages that are sent as A/B tests will be marked as such under the **Messages Tab**. Click into the report for each test to see the full report or view the variant-specific reports. We provide some statistics for you to view the performance and choose a winner. The below screenshot describes how to view different stats and select a winning variant. We will then send the winner variant to all the remaining members of your target audience.

*** ## Platform-specific instructions ### Create a Push A/B Test 1. Go to **Messages > Push > New Push** 2. Name your message (e.g., "Push AB Test - CTA Button") 3. Select your segment(s) 4. Click the **A/B Test** button

5. Add variants * Click **Add Variant** to duplicate and edit each new version. * Only change **one variable** at a time for meaningful insights.

5. Add variants * Click **Add Variant** to duplicate and edit each new version. * Only change **one variable** at a time for meaningful insights.

6. A/B Test settings Select the percentage of your target audience that should receive each variant. See [How A/B Testing works](#how-a%2Fb-testing-works) for more details. The percentage is applied to the total audience, evenly distributed across each variant. Examples: * 25% of a message with 2 variants will sent 12.5% to each variant. * 25% of a message with 10 variants will sent 2.5% to each variant. * 50% of a message with 2 variants will sent 25% to each variant. * 50% of a message with 3 variants will sent 16.67% to each variant. * 100% of a message with 2 variants will sent 50% to each variant. * 100% of a message with 4 variants will sent 25% to each variant. Any percentage other than 100% will allow you to select a winner. 7. Review results View results under **Messages > Email > A/B Tests Tab**. Click any test to view variant-specific reports. 8. [Select a Winner](#select-a-winner) Use performance metrics to manually select a winner. *** ## Best practices for A/B Testing ### Understand benchmarks Review past performance data so you can evaluate test success meaningfully. ### Set a goal and hypothesis Clearly define what you're testing and what success looks like. ### Change one variable at a time Control your experiment by isolating variables like: * Subject lines * Layouts * CTA copy * Length of copy * Images * Offers * Emojis * Colors * Fonts * Icons * GIFs ### Use controls Include your "usual" version as a baseline for measuring improvements. Create control groups by tagging users randomly and exclude that segment. You can [Export user data](./exporting-data) and create a segment from the CSV [import](./import). ### Test simultaneously Send all variants at the same time to avoid timing bias. ### Continue testing Iterate based on results to continuously optimize message performance. *** ## FAQ ### Can I A/B test different segments? Not within the standard message form. However, you can test different segments using [Journeys](./journeys-overview) with **Split Branches** and **Yes/No Branches**. ### Can I automatically select a winner? Not yet. You must manually choose the winning variant or use 100% to send all variants. *** You're done! You can now test different variants of your messages and select a winner. Need help? Chat with our Support team or email `support@onesignal.com` Please include: * Details of the issue you're experiencing and steps to reproduce if available * Your OneSignal App ID * The External ID or Subscription ID if applicable * The URL to the message you tested in the OneSignal Dashboard if applicable * Any relevant [logs or error messages](/docs/en/capturing-a-debug-log) We're happy to help! ***