A/B Testing SMS Campaigns: What to Test and Why.
November 5, 2025
written by Maingi
In Kenya’s fast-moving digital marketing landscape, sending messages isn’t enough — sending the right message is what drives results. That’s where A/B testing comes in. It’s the secret weapon that separates top-performing SMS marketers from the rest.
With SMSLeopard, businesses can easily test message variations, compare performance, and make data-driven decisions that improve engagement, click-through rates, and conversions.
Let’s explore how A/B testing works, what you can test, and why it’s essential for your next SMS campaign.
What is A/B Testing in SMS Campaigns?
A/B testing (also known as split testing) is the process of sending two or more versions of an SMS campaign to different audience segments to see which performs better.
For instance, you might test:
Two different message tones (formal vs. friendly)
Different call-to-actions (CTA)
Varying send times or offers
The version that performs best — based on metrics like click-through, response, or conversion rate — helps you understand what truly resonates with your audience.
Why A/B Testing Matters for SMS Marketing in Kenya
Kenyan audiences are diverse — from Nairobi’s urban shoppers to farmers in Nakuru or Mombasa traders. What appeals to one group may not connect with another.
A/B testing allows you to: ✅ Maximize ROI: Focus on what works instead of guessing. ✅ Improve Engagement: Learn your audience’s preferences and language style. ✅ Reduce Unsubscribes: Deliver messages that feel relevant, not repetitive. ✅ Enhance Personalization: Refine tone, timing, and content to match segments.
With SMSLeopard’s advanced analytics dashboard, you can easily track performance and make informed decisions after each test.
What to Test in Your SMS Campaigns
Here are the most impactful areas to experiment with:
1. Message Length and Tone
Try short, punchy messages versus longer, conversational ones.
Version A: “Flash Sale! 30% off today only. Click: [link]”
Version B: “Hey John! We’ve got a special 30% discount waiting for you — grab it before midnight! [link]”
Short messages may perform better for alerts, while personalized ones work best for re-engagement campaigns.
2. Call-to-Action (CTA)
Your CTA determines what happens next. Test variations like:
“Shop Now” vs. “Claim Offer”
“Book Your Slot” vs. “Register Here”
“Reply YES” vs. “Tap to Learn More”
A strong CTA can boost conversion by up to 40% when optimized through testing.
3. Timing of Send
Test morning, midday, and evening sends. For example:
Retail campaigns may work best mid-morning (10–11 AM).
B2B reminders may perform better after lunch (2–4 PM).
Community alerts often get higher engagement after work hours (6–8 PM).
SMSLeopard’s message scheduling feature makes this testing seamless — you can set multiple send times and analyze which time window performs best.
4. Personalization Fields
Test the impact of using the recipient’s name, location, or previous purchase. Example:
Generic: “Your order is ready for pickup.”
Personalized: “Hi Mary, your order from Westgate Mall is ready for pickup!”
Data shows that personalized SMS messages deliver up to 29% higher engagement rates in Kenya.
5. Offers and Incentives
Not all incentives perform equally. Test variations such as:
Discount percentage vs. cash value (e.g., “20% off” vs. “Save KSh 500”)
Limited-time deals vs. loyalty rewards
SMSLeopard allows you to tag campaign variations and compare engagement side-by-side through real-time delivery reports.
6. Sender ID & Brand Recognition
Your sender ID can influence trust. Testing between your brand name and a short code can show which drives better open rates — especially for new campaigns.
For instance:
Branded ID: “SMSLeopard” → Builds recognition.
Short Code: “22345” → Great for quick alerts and opt-ins.
How to Run an A/B Test with SMSLeopard
Running your first A/B test is simple with SMSLeopard’s platform:
Create Campaign Variants — Set up two or more message versions.
Segment Your Audience — Divide your contact list into equal groups.
Schedule or Send Instantly — Choose to send immediately or test timing options.
Monitor Results in Real Time — SMSLeopard’s dashboard displays delivery, click, and conversion rates instantly.
Analyze & Optimize — Pick the winning variation and roll it out to the remaining audience.
Pro Tips for Effective A/B Testing
✔ Test one element at a time to get clear insights. ✔ Always send to similar-sized groups for accurate comparison. ✔ Use UTM links to track conversions in Google Analytics. ✔ Test continuously — what worked last month may not work next season. ✔ Combine A/B testing with ChatSasa flows to test conversational responses.
A/B Testing in Action: Example Scenario
A Nairobi-based e-commerce brand wanted to increase conversions for a weekend sale.
Version A: “Weekend Sale: 20% off all items. Shop now! [link]”
Version B: “Mary, your weekend discount is here — 20% off everything till Sunday! [link]”
Results: Version B achieved a 35% higher click rate and 20% more sales — all by adding personalization and urgency.
That’s the power of data-driven optimization with SMSLeopard.
Why Use SMSLeopard for A/B Testing
SMSLeopard isn’t just a bulk SMS platform — it’s a complete communication engine. Here’s why Kenyan businesses choose it for testing and optimization: ✅ Real-time delivery and engagement analytics ✅ Message scheduling and segmentation tools ✅ API access for automated campaign testing ✅ Integration with ChatSasa for two-way messaging ✅ 24/7 customer support and compliance with Kenya’s Data Protection Act
Conclusion: Test. Learn. Grow.
Every SMS campaign is an opportunity to learn. With A/B testing, you don’t have to guess — you know what works.
By using SMSLeopard, you gain the tools and insights to experiment your way to higher engagement, better conversions, and stronger customer relationships.
🔹 Test smart. Optimize faster. Grow confidently — with SMSLeopard.
#SMSLeopard #BulkSMSKenya #ABTesting #CustomerEngagement #MarketingAutomation #SMSMarketing #DataDrivenMarketing #ChatSasa #KenyaBusiness #DigitalCommunication