All-in-One Guide to A/B Push Testing

In this article, we analyze the results of A/B tests in push campaigns from 2025. We look at which hypotheses worked, which failed, and why. We examine patterns in audience behavior and learn how to predict user response to offers and reduce the risk of unsuccessful launches.

What Did A/B push Tests Teach in 2025?

In 2025, the main lesson for advertisers was the importance of personalization. Personalized creatives showed 25–40% higher CTR. This is driven not only by relevance but also by proper testing methodology: testing one variable at a time and working with statistically significant samples helps identify what truly impacts performance. This allows advertisers to select the most relevant offer for each audience segment.

What Types of A/B push Tests Were Used Most Often?

The main focus was on testing notification content, experimenting with different landing pages via URL changes, and expanding multivariate testing. At the same time, less attention was paid to post-click optimization, even though up to 40–60% of users leave the landing page without completing a target action.

Platforms with AI-driven push optimization showed 20–30% higher CTR compared to manual campaign management.

What Actually Impacts CR and CTR

The key factor is how relevant the offer is to the user’s current need. Everything depends on how accurately you address that need and guide the user toward the desired action.

Other important factors include:

timing based on the user’s time zone
personalization for specific segments
landing page quality

Even small details matter here.

Which push Hypotheses Failed and Why?

Most failures were caused by incorrect testing methodology. Attempts to test too many variables at once led to inconsistent and unreliable results.

Mass campaigns without segmentation showed CTR 2–3 times lower than segmented campaigns. In addition, using the same creative for more than 7 days led to noticeable CTR decline.

Creatives: What Performs Better

Key performance drivers include headline, visual elements, and numerical value propositions. The winning combination depends on the audience segment, but some patterns remain consistent.

Headlines vs Visual Elements

Headlines with specific numbers consistently outperform abstract messaging.
For example, “Earn up to 15% annually” shows 20–25% higher CTR than “High investment returns.”

Questions in headlines perform better for warm audiences, while clear benefit-driven statements work better for cold audiences.

Visual elements are especially important for Android, where images are supported.
Images with people deliver 15–18% higher CTR compared to push without images.
In fintech, growth charts increase clicks by 12–15% compared to text-only push.

On iOS, push notifications are limited to text and the website icon, so the focus is entirely on the headline and the first characters of the message.

Combinations That Most Often Drive Performance Growth

The most effective combinations include clear value and a sense of urgency.
The basic formula: a specific number + clear benefit + deadline.
In crypto campaigns, adding performance changes over a period also works well.

Audience and Targeting

An effective strategy is to start with a narrow, high-CR segment and scale from there.
The best results come from audiences that have already completed target actions.

On low-quality traffic, even strong offers show low conversion rates.

Broad vs Narrow Segments

Broad segments underperform compared to narrow ones in high-cost verticals.
In fintech and crypto, behavioral segmentation is essential: users with prior interactions convert 3–5 times better.

In microloans, broader targeting can work, but creatives should be adapted to different audience groups.

Frequency and Timing of push Notifications

It is important to maintain balance: too frequent messages cause irritation, while too infrequent ones lose user attention. Frequency and timing should be adjusted based on the audience.

Does Frequency Affect Performance Across GEOs?

Tier-1 audiences typically tolerate 1–2 messages per day.
In Tier-2 and Tier-3 regions, up to 3 messages per day can be tested.

In fintech campaigns, it is recommended not to exceed 2 touches per day regardless of GEO.

Timing Localization

User local time is a critical factor.
Sending notifications between 9–11 AM and 7–9 PM local time can deliver 25–30% higher CTR compared to random timing.

Night-time push notifications reduce CTR and increase unsubscribe rates.
Weekdays perform better for B2B and fintech campaigns, while weekends are more effective for entertainment and e-commerce.