The speed of this A/B testing is different than using it for websites. There, you may have to wait weeks or even months to get enough visitors to make your test valid. But SMS campaigns usually have quick turnaround times because of how fast the messages are delivered and viewed.
While SMS messages are usually short, there’s still lots of things you can change. Here’s a list of ideas:
Timing – You already know the importance of timing in your marketing. But could a small change make a big difference? What if you sent the message a half hour earlier, or later? Or maybe in the morning instead of the afternoon? Figuring out the optimal time of day for your messages is probably one of the best uses of A/B testing there is.
Call to action – There’s a whole science to selecting the right words for a call to action. In SMS messaging, the options are more limited than on a website or printed collateral. But there are still options. Is “Click here” better than “Get it here”? Or is “Stop by” better than “Visit”? Is a link to a mobile website better than a coupon code? Time to test and find out.
Offers – These are the heart and soul of SMS marketing. The people on your list are not your average customer. They really adore your brand and products (or they wouldn’t have signed up). So, the offers they are willing to take may be different than your email list, or printed adverts. Try some variations and find out what they respond to the most.
Coupon codes – It may sound silly, but redemption rates can be influenced by coupon codes. This is especially true if the customer has to type them in to redeem an offer. It’s a simple change that you can make easily, but result in a much higher return.
Keywords – Keywords function much like calls to action in SMS marketing. They’re not always, but often action words like JOIN, SAVE, or WIN. Sometimes they are related to the topic of the SMS message, like TICKETS to win tickets to a show. It’s worth testing which keywords work best with a campaign, especially if you’re renting them on a shortcode. Finding the best one could save you, and make you, more money.
Now that you have an idea of what to test, let’s get into the steps you’ll need to follow.