A/B Testing for Mobile Messaging Overview
A/B testing in Mobile Messaging helps you compare two versions of a text message, so you can learn what works best with a subset of your audience. You can test changes to your message content (like language, graphics, or calls to action) or test the message type (SMS or MMS).
Before the test round, you choose what percentage of your audience receives version A and version B. After that, the remaining contacts receive the winning version, which is selected automatically based on the performance criteria you choose.
This can help you improve future outreach by using real supporter behavior (clicks, conversions, giving, or opt-outs) to guide what you send next.
This article helps you understand what A/B testing does and when to use it. When you’re ready to run a test, use the “How do I?” article linked below.
What This Feature Helps You Do
-
Compare two message approaches using a real audience segment
-
Automatically send the stronger version to the rest of your audience
-
Choose what “success” means for your test (clicks, conversions, giving, or opt-outs)
-
Learn what messaging is most effective for a specific campaign
How This Feature Supports Your Work
| What the Feature Does | Why It Helps You | Real-World Volunteer Use Case |
| Tests two variants of a message (content or message type) | Helps you compare options without guessing | A fundraiser tests two donation appeals to see which gets more conversions |
| Sends variants to a chosen percentage of your audience | Lets you test safely on a smaller group first | A coordinator tests wording with 20% of a list before sending to everyone |
| Automatically selects a winner using criteria you choose | Removes manual comparison work | A staff member chooses “lowest opt-out rate” so the message is less likely to annoy supporters |
| Sends the winning variant to the remaining audience | Helps you act on results right away | After the test, the rest of the list receives the best-performing version automatically |
Common Things You’ll Do with This Feature
-
Set up an A/B test for a mobile message
-
Choose the performance criteria that determines the winning variant
-
Decide what percentage of your audience receives the test variants
-
Review results for planning future outreach efforts
Seeing Your Impact
A/B tests select a winning variant automatically based on criteria you set. The criteria options include the highest click rate, highest conversion rate, greatest average contribution, total raised, and lowest opt-out rate.
Is This Feature Right for Me?
This feature is a good fit if:
-
You send broadcast Mobile Messaging campaigns and want to compare two options
-
You want the system to pick and send the stronger version automatically
-
You want to optimize for a specific goal like clicks, conversions, giving, or fewer opt-outs
-
You want to test message wording or SMS vs. MMS
What Do You Need Help With?
-
How do I set up an A/B test for a mobile message?
What Else Do You Need Help With?
-
Back to Overview: Mobile Messaging
-
Explore Understanding Tracking Results with Mobile Messaging.