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Heather
Owner, Leavenly.com
Asked a question 10 months ago

So I did an A/B test with two subject lines for a broadcast today. The the subject line with a lower Open Rate and lower Click Rate is the one that won. Any idea why that one was picked over the better performing one?

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Kristine
ConvertKit Community Specialists

Hey @Heather21, this is due to the fact that a winner is determined after a 4 hour testing period. At that 4 hour mark, the winner is the one with the best stats and the rest of the recipients get that version. Sometimes it appears that the "loser" won because AFTER the 4 hours mark, recipients of the "loser" version opened the email and the stats adjust accordingly. 

It's also important to note that the winner now has many more recipients so its stats are based on a much bigger pool than the other one so the changes are much more dramatic for the "loser

You can also refer to this article - How to A/B Test Subject Lines24