A/B Testing SMS Messages That Actually Convert
TL;DR:
- A/B testing compares two message versions to see which gets better results
- Test one element at a time: CTA buttons, message content, send times, or sender names
- Most SMS platforms handle the technical bits automatically, splitting your audience for you
- Focus on metrics that matter: click-through rates, conversion rates, and response rates
- Use results to improve future campaigns, not just pat yourself on the back
A/B testing your SMS campaigns takes the guesswork out of messaging. Instead of wondering whether your audience prefers "Shop now" or "Get yours today", you can actually find out.
What A/B Testing Means for SMS
A/B testing (also called split testing) sends two different versions of your message to separate groups within your audience. The version that performs better wins, and you use those insights for future campaigns.
The key is testing one thing at a time. Change your call-to-action button text, or your send time, or your message tone. But not all three at once, or you won't know which change made the difference.
Setting Up Your SMS A/B Test
Pick your platform wisely
Make sure your SMS platform actually supports A/B testing. Some basic services don't offer this feature, which means you'd need to run tests manually (and that's a pain).
Create your variants
Write two versions of your message. Common things to test include:
- Call-to-action wording ("Buy now" vs "Shop today")
- Message length (short and punchy vs detailed)
- Personalization level (generic vs using their name)
- Send times (morning vs evening)
- Sender name (your business name vs a person's name)
Split your audience properly
Your platform should divide your audience randomly into two equal groups. This keeps the test fair – you don't want all your engaged customers getting version A while the less active ones get version B.
Set your success metrics
Decide what "winning" looks like before you start. Is it more clicks? Higher conversion rates? More replies? Pick the metric that actually matters to your business goals.
Reading Your Results
Compare the right numbers
Look at click-through rates, conversion rates, and any other metrics you decided were important. Don't get distracted by vanity metrics that don't translate to real business results.
Give it enough time
Don't call a winner after an hour. Let your test run long enough to get meaningful data – usually at least 24 hours for SMS campaigns, depending on your audience size.
Apply what you learn
The whole point is improving future campaigns. If version A beat version B by a significant margin, use those insights in your next message. Keep testing new elements to continuously improve your results.
This is the bit most people miss: document your results. Keep track of what worked and what didn't, so you can build on your successes over time.
FAQs
How long should I run an A/B test?
Run tests for at least 24 hours to account for different user behaviors throughout the day. For smaller audiences, you might need longer to get statistically meaningful results.
Can I test multiple things at once?
You can, but you shouldn't. Testing one element at a time tells you exactly what caused the performance difference. Test multiple changes and you won't know which one actually worked.
What if my results are really close?
If there's no clear winner, pick one version and move on to testing something else. Small differences often aren't worth worrying about compared to testing bigger changes.
How big should my test groups be?
Each group needs at least 100 recipients to get reliable results. For smaller lists, you might need to run tests over multiple campaigns to gather enough data.
Jargon Buster
A/B Testing – Comparing two versions of a message to see which performs better
Call-to-Action (CTA) – The part of your message that tells people what to do next
Conversion Rate – Percentage of people who completed your desired action
Split Testing – Another name for A/B testing
Statistical Significance – When your results are reliable enough to trust, not just random chance
Wrap-up
A/B testing removes the guesswork from SMS marketing. Start with testing one element at a time, give your tests enough time to produce reliable data, and actually use the results to improve your next campaign. The businesses that consistently test and refine their messages are the ones that see steady improvements in their results over time.
Learn about QuickSMS: https://www.quicksms.com/