What Is A/B Testing
A/B testing sends two versions of a campaign to two small groups of your audience, then compares how each performs against your chosen goal. It lets you find the most effective message before spending your full reach — so every campaign gets better with data, not guesses.
Run an A/B Test
- 1
Start a new campaign
Create a broadcast campaign as usual, then enable "A/B Testing" in the campaign setup. WA Orbit builds your test automatically.
- 2
Write your A and B versions
Draft two different messages, usually variations of the headline, offer, call to action, or tone. Keep everything else identical so you know what caused the difference.
- 3
Set the split
Choose how to divide your audience, for example a 50/50 split between version A and version B. WA Orbit selects recipients randomly for each group.
- 4
Define the goal
Pick the metric that decides the winner, such as opens, clicks, or replies. This is the success signal the test measures across both groups.
- 5
Review and send the winner
Once results come in, review which version performed better. Send the winning message to the remaining audience automatically or on your confirmation.
What to Test
Headline and offer
Try different opening lines, a stronger discount, or a different call to action to see what grabs attention.
Timing
Send the same message to two groups at different times of day to find when your audience is most responsive.
Audience segments
Test tailored wording for different segments, like new customers versus repeat buyers, to personalize at scale.
Tip
Change only one thing at a time in each test. If you alter both the headline and the offer, you won't know which change drove the result.