How to Run an AB Testing Campaign for Your Business

An AB testing campaign is a marketing experiment where you create two versions of a message or outreach (Version A and Version B) and send them to separate groups of your target audience. By comparing responses or conversions, you identify which version works better to improve your sales or lead generation.

Why this comes up / what goes wrong

Small business owners often face challenges like slow lead follow-up, unclear messaging, or low response rates. They want to optimize their outreach but don’t know which message resonates best with potential customers. Running an AB testing campaign helps by testing different messages or approaches in a controlled way. Without AB testing, businesses may waste time and resources on ineffective communication.

Step-by-step

1. Define your goal: Decide what you want to improve—clicks, replies, sales leads, or conversions. Be specific.

1. Create two versions: Develop two different messages or offers to test. Keep one variable different, such as the subject line, call to action, or message tone.

1. Segment your audience: Split your contacts evenly and randomly into two groups to avoid bias.

1. Run the campaign simultaneously: Send Version A to the first group and Version B to the second group at the same time.

1. Track responses: Measure key metrics like open rates, reply rates, or sales generated from each version.

1. Analyze results: Compare the performance of both versions to identify the winner.

1. Implement the winning version: Use the better-performing message for your broader outreach.

1. Iterate and test again: Repeat the process regularly to keep improving your campaigns.

Check that your tools or CRM can handle segmentation and timing accurately to avoid mixing versions or delays. For example, HelloGrowthCRM offers sequences that automate follow-ups and stop when a prospect replies, making testing easier to manage.

Example (fictional figures)

A plumbing company in Austin, Texas, wants to improve its lead response rate. They run an AB testing campaign on two email subject lines.

• They send Version A with subject "Fast Plumbing Repairs in Austin" to 500 contacts.
• They send Version B with subject "Austin’s Trusted Plumbing Experts" to 500 contacts.

After two weeks, the results are:

• Version A gets 75 replies.
• Version B gets 90 replies.

Calculate reply rates:

Version A reply rate = 75 ÷ 500 = 0.15 or 15%

Version B reply rate = 90 ÷ 500 = 0.18 or 18%

Version B performs better by 3 percentage points. The company chooses Version B’s subject line for future campaigns.

Common mistakes

• Testing too many variables at once: Change only one element per test to know what caused the difference.
• Prevent by focusing on one change per campaign.

• Insufficient sample size: Testing on too few contacts can give misleading results.
• Prevent by using a large enough audience for reliable data.

• Not running tests simultaneously: Running one version now and another later can skew results due to timing.
• Prevent by sending both versions at the same time.

• Ignoring statistical significance: Assuming a small difference is meaningful without enough data.
• Prevent by waiting for clear, consistent trends before deciding.

• Failing to automate follow-up: Manual follow-up can delay responses and lose leads.
• Prevent by using tools like HelloGrowthCRM sequences that automate multi-step follow-up and stop when a prospect replies.

Doing this in HelloGrowthCRM

HelloGrowthCRM supports sequences and campaigns that automate multi-step outreach workflows. You can set up a five-step follow-up over two weeks that runs on its own and stops the moment the prospect replies. This helps you run AB testing campaigns efficiently by automating timed messages across email, SMS, and WhatsApp. Learn more about WhatsApp and SMS CRM and the built-in CRM dialer to enhance your outreach. For US businesses, see HelloGrowthCRM for the United States.

Frequently asked questions

What is the difference between AB testing and multivariate testing? AB testing compares two versions of one variable at a time, while multivariate testing tests multiple variables simultaneously. AB testing is simpler and better for small businesses starting to optimize messaging.

How long should an AB testing campaign run? Run the campaign long enough to collect meaningful data, usually 1-2 weeks depending on your audience size and response rates. Avoid stopping too early to ensure reliable results.

Can I AB test on multiple channels like email and SMS? Yes, you can test messages across different channels. HelloGrowthCRM supports sequences that send timed messages over email, SMS, and WhatsApp, helping you compare which channel and message work best.

What metrics should I track in an AB testing campaign? Track metrics relevant to your goal, such as open rates, reply rates, click-through rates, or sales conversions. Choose one or two key metrics to keep analysis clear.

How often should I run AB testing campaigns? Regularly run AB tests to continuously improve your messaging as market conditions and customer preferences change. Testing every few months is a good practice.

Key takeaways

• An AB testing campaign compares two message versions to see which performs better.
• Test one variable at a time and run campaigns simultaneously on evenly split audiences.
• Use clear metrics like reply or conversion rates to decide the winner.
• Avoid common mistakes like small sample sizes or delayed tests.
• Automate follow-up sequences with HelloGrowthCRM to save time and improve response.

Start improving your sales outreach by running AB testing campaigns with automated follow-ups. Start on the Free Forever plan (200 leads, no credit card) today.