In order for A/B testing of SMS campaigns to be effective, you need to approach this process consciously. The rule "the more tests, the better" doesn't work here. Quality is key! Avoid testing numerous variations and elements of SMS campaigns too often. Instead, choose the right A/B testing strategy and stop wasting time.
There are 6 key myths about beta testing that most entrepreneurs and company employees believe in. If you manage to get rid of these myths, your tests will become much more effective, and you will finally understand which element to change in your SMS campaign to increase its conversion.
So, here are the 6 most prominent myths about beta testing
1 Always Rely on Instincts
Instinct is not the basis for decision-making, so it is a mistake to think that your intuition can provide better advice than beta testing. This is one of the most common reasons businesses do not implement A/B testing in their marketing campaigns.
If you are not testing yet, start immediately! Split testing is a great way to understand what needs to be changed to enhance conversion, attract more consumers, and increase sales.
2 Split Testing is Optimization
No. Beta testing has nothing to do with conversion rate optimization. Conversion rate optimization is a method for fully analyzing data. A/B testing, on the other hand, is a tool that is used to optimize a specific element in your promotion strategy. This could be the text in the SMS campaign, the time of sending, date, personalization, or the type of call to action. You do not need to test everything at once; focus on a specific element of the SMS campaign in one A/B test. One split test only checks 1 or 2 elements. For example, in the first test, you check the impact of a discount on the conversion rate. In the second, you test the impact of a free bonus. Then you compare the two results and choose the one with the higher conversion rate. This approach is then used in the SMS campaign as the more effective option.
3 Test Every Element of the SMS Campaign
The key principle of effective beta testing is that the element you are testing is important or one of the key components of the SMS campaign. Therefore, you do not need to test every single word. Choose what will truly influence the result. These are:
- Time of SMS sending;
- Presence/absence of the recipient's name;
- Date of SMS sending;
- Discount/bonus/free offer;
- Link to website/phone number.
You should not test informational or greeting SMS campaigns, as they do not affect immediate conversion. They play a role in building long-term trust with customers. Focus your A/B testing on promotional SMS campaigns, which directly determine the number of your sales.
4 If It Works for Competitors, It Will Work for Me Too
This myth often leads to decisions about implementing specific features in SMS campaigns, such as coupons. Believe me, just because you heard or read that a certain tactic worked wonders for a competitor's marketing campaign, it doesn't mean it will bring you the same results. You have to try it yourself! Clients, traffic, channels of acquisition, and marketing goals vary, so test results will differ.
5 Beta Test Results Are Stable
No. You need to regularly test your SMS campaigns. Just because a "Buy 2, get 1 free" tactic worked for you in February, it doesn't mean it will be effective for your audience in March. Analyze! Metrics may change the next day, week, month, or year. There are many factors that influence the results. We recommend constantly testing the click-through rate of short links added to the SMS text.
6 A/B Testing Will Improve My SMS Conversion
Beta testing is not a magic wand. It is just a tool that allows you to understand what works well and what doesn't. Increasing the conversion of your SMS campaigns is in your hands. You can regularly change elements in the SMS, analyze and implement new tactics, or you can stick with the old approach. It's important to remember: low SMS conversion is often not only related to text elements or sending times, but also to an incorrectly selected target audience, poorly thought-out offers, or a poorly executed discount campaign.
Key Takeaways
Beta testing is a tool that can help you identify the best strategies for your SMS campaign texts. By testing the changes you've made, you increase the chances of finding the most effective tactics for your SMS campaigns. A compelling offer, good text, the right target audience, and split testing over time will increase the conversion of your SMS campaigns!
