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Best Practices for A/B Testing SMS Campaigns.

October 2, 2025

written by Maingi

Best Practices for A/B Testing SMS Campaigns.

Introduction

In Kenya’s fast-paced digital economy, businesses must do more than just send SMS campaigns—they need to optimize them for performance. That’s where A/B testing comes in.

A/B testing (also known as split testing) is the process of sending two variations of an SMS campaign to different audience segments, then analyzing which performs better. With the help of SMSLeopard, Kenya’s leading Bulk SMS platform, brands can run structured experiments to fine-tune their campaigns—improving open rates, click-throughs, and conversions.

Why A/B Testing Matters in SMS Campaigns

  • Data-driven decisions → Replace guesswork with real customer insights.

  • Higher ROI → Identify what drives engagement before scaling.

  • Personalization → Learn which messages resonate with different demographics.

  • Reduced fatigue → Avoid overloading audiences with irrelevant copy.

In short, A/B testing is the shortcut to continuous improvement.

What You Can Test

1. Templates & Copywriting Styles

  • Variation A: “Get 10% OFF your next order today! Shop now → [link]”

  • Variation B: “Hi James, your loyalty deserves a reward. Enjoy 10% OFF today only → [link]” Which tone drives more clicks—energetic promos or personalized notes?

2. Call-to-Action (CTA)

  • “Shop Now” vs. “Grab Your Deal” vs. “Claim Your Discount” The CTA is the most action-oriented part of the SMS. Small tweaks here often yield big differences in conversions.

3. Send Times

  • Morning (8–10 am) vs. Afternoon (1–3 pm) vs. Evening (6–8 pm) In Kenya, shopping behaviors may vary by industry and lifestyle—test to see when your audience is most responsive.

4. Length & Structure

  • Short & punchy (120 characters) vs. Slightly detailed (150–160 characters). Some audiences prefer brevity, while others need extra context before clicking.

5. Personalization Variables

  • Including first names, loyalty tiers, or purchase history in the message. Test whether personalization boosts engagement for your brand.

How to Run A/B Tests with SMSLeopard

  1. Define a Clear Goal

    • Do you want higher click rates, purchases, or survey completions?

  2. Create Variations

    • Build at least two versions of your SMS (A and B) with one key difference.

  3. Split Your Audience

    • SMSLeopard allows you to segment contacts for clean A/B testing.

  4. Schedule & Send

    • Send both variations at the same time (unless testing timing).

  5. Measure Results

    • SMSLeopard’s analytics dashboard shows delivery, clicks, and conversion metrics.

  6. Interpret & Apply Learnings

    • Scale the winning version.

    • Store insights in your messaging playbook for future campaigns.

Common Mistakes to Avoid

  • Testing too many variables at once → You won’t know what caused the result.

  • Running small sample sizes → Insufficient data leads to misleading conclusions.

  • Ignoring customer segments → Test results may vary between Nairobi urban professionals and rural-based SMEs.

Why SMSLeopard is Perfect for A/B Testing in Kenya

  • Easy campaign duplication → Quickly create variations.

  • Robust analytics → Track CTR, delivery, bounce, and opt-out trends.

  • Segmentation tools → Test across regions, languages, and behaviors.

  • Affordable credits → Run tests without straining your budget.

  • Scalable automation → Apply winning templates across workflows.

Conclusion

In Kenya’s competitive market, A/B testing is no longer optional—it’s essential. By experimenting with templates, CTAs, and send times, businesses can uncover insights that drive better engagement and stronger conversions.

With SMSLeopard, testing is simple, affordable, and powerful—making it the best choice for businesses ready to optimize their Bulk SMS campaigns.

Start A/B testing today with SMSLeopard and discover what truly works for your audience.

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