What is one method to evaluate engagement in an AB test?

Evaluating engagement in an AB test often involves measuring how recipients interact with content. The Click-to-Open Rate (CTOR) is particularly relevant in this context because it focuses specifically on the interaction of users with an email or a specific content piece after they have opened it. By understanding how many of the users who opened an email actually clicked on a link within it, marketers can gauge the effectiveness of different variations in terms of engagement.

This metric provides crucial insight into how compelling the content is for those who are already interested enough to open the email. It distinguishes engagement by focusing on actions taken by the recipients, making it a strong choice for AB testing evaluation.

In contrast, other methods such as Cost per Acquisition measure the financial efficiency of campaigns rather than direct engagement; Site Traffic evaluates the volume of visitors without detailing the quality of their interactions; Lead Quality Score reflects the attractiveness of leads but does not specifically track engagement. Therefore, Click-to-Open Rate stands out as the best measure for assessing user engagement directly linked to AB tests.