If you’re all brushed up on why you should run A/B tests, you’re probably now wondering how to run A/B tests. Here are some examples.
1) Image Use #
Multimedia Messaging Service (MMS) is slightly more expensive than SMS, so you want to be sure it’s worth your investment. Run a test where some recipients receive a text with no image, and others receive a GIF, or a photo, or even an emoji or two.
Compare and contrast results such as:
- Deliverability – images can affect the deliverability of your message. Make sure you’re checking that they’re getting to the inbox safely.
- Engagement metrics – do images boost clicks and conversion?
- Bounce rate – are people staying on your site longer?
- Opt-ins/outs – do certain images inspire more engagement, while others lead to more opt-outs?
- Types of image – Which sort of image is most effective? For example, if you include a bunch of grinning emojis, does that have a more positive impact than faceless emojis?
- Conversions – does a large, prominent GIF create a greater degree of conversion? You may have to run multiple tests to determine this.
2) Message Length #
Short and snappy or detailed and clear? Test both! Many brands find that short messages drive better engagement, but what is best for your audience?
3) Abandonment Flows #
Customers leaving you hanging? Legally, you can send one abandoned cart message within 48 hours of abandonment. But does it help? Measure the number of completed purchases after abandoned cart messages are sent. Do they reel customers back in, or drive them away?
4) Time of Day #
Try sending messages at various times of day, and think about:
- Buying behaviour – are your customers impulse-shoppers, using their phones while watching telly in the evening or are they lunch-break scrollers?
- Inbox fatigue – do morning messages lead to more opt-outs or are late-night pings the final straw?
5) Types of Incentive #
Offering discounts through SMS is great, but it’s important to offer a variety of perks.
- Promo codes vs. direct discount links – what works with your customers?
- Loyalty bonuses or birthday gifts – which makes them feel included?
Which incentive drives the most traffic, and the fewest opt-outs? Start testing, track your results, and take the guesswork out of SMS marketing.
