Intercom makes it super-easy for you to A/B test your surveys so that you can fine tune them to be as effective as possible.

All A/B tests should start with a question such as, “Will A or B be better at achieving X?” Here's how you can find out what's working and then optimize the survey for better results...

Once you’ve created your first version of a survey, click “Run a new test” and “A/B test.”

You’ll see a new survey populate under Test B that matches your initial survey. From Test B’s tab, you can add the different variables you want to test. For example, in this A/B test we are going to test if having a 5-scale or a 10-scale will increase response rates.

Tip: We recommend that you only compare one difference at a time. This way, if there is a clear winner, you'll know the reason, and you won't be left guessing about which variant caused the difference.

Use whichever method you wish to send your survey - automatically triggered via rules, or sent via a Shareable URL and via APIs.

To determine how your two different surveys performed, access your "Survey Overview". By default, you will see “Test A” performance metrics. Simply click “Test B” to access your other survey’s results.

Once you're happy that one survey is outperforming the other (for example when one survey’s completed % is higher than the other) select the 'Pause' button on the survey you'd like to stop. 100% of recipients will now get the winning survey. This will automatically pause the other survey and people will no longer receive it (unless you decide to put it live again).

Here are some examples you can consider A/B testing:

There are many reasons why you should A/B test. We wrote a whole blog post about it here.