How to Use A/B Testing in SMS Campaigns: Copy, Send Time, CTA.
December 10, 2025
written by Maingi
Introduction
In Kenya’s mobile-first market, SMS remains one of the most powerful channels for reaching customers. With open rates often exceeding 90%, SMS delivers immediacy and directness that few channels can match. But even with wide reach, not all SMS campaigns perform equally. The difference between a message that converts and a message that gets ignored is often subtle — tone, timing, or the call-to-action (CTA) could be the deciding factor.
That’s where A/B testing (also known as split testing) comes in. By systematically experimenting with different message variants, send times, and CTAs, you can zero in on what truly resonates with your audience — and dramatically boost your campaign performance.
In this blog, we’ll walk you through how to run A/B tests on SMS campaigns using SMSLeopard, Kenya’s leading bulk SMS provider. You’ll learn what to test, how to set up your experiments, and how to interpret your results to optimize for real engagement.
Why A/B Testing Matters in SMS Campaigns
Eliminate guesswork. Instead of assuming what works, you gather real data on customer behavior.
Improve ROI. By optimizing your messages, send times, and CTAs, you drive higher click-throughs, replies, or conversions.
Refine your customer understanding. Over time, you learn what tone, structure, and timing your audience responds to — which helps in all future communications.
Adapt to local dynamics. Kenyan consumers have unique behavioral patterns (e.g., preferred times to read messages, cultural nuances) — A/B testing helps you tailor your SMS strategy to them.
What You Can Test: The Key Variables
When running A/B tests for SMS campaigns, you don’t have to (and shouldn’t) test everything at once. Focus on one variable at a time to get clear insights. Here are the main categories to experiment with:
Message Copy
Different wordings (tone, urgency, personalization)
Message length (short vs slightly longer)
Use of personalization tags (e.g., name, location)
Emojis, if relevant (though handle with caution)
Send Time
Time of day (morning, afternoon, evening)
Day of week (weekday vs weekend)
Frequency (how often to send)
Alignment with customer behavior and local context
Call-to-Action (CTA)
Different CTAs (“Buy now”, “Reply YES”, “Visit link”)
Placement of CTA (beginning vs end)
Urgency language (“Limited time”, “Today only”)
Inclusion of links vs plain reply requests
How to Run A/B Tests with SMSLeopard
SMSLeopard makes it easy to conduct robust A/B testing on your SMS campaigns. Here’s a step-by-step guide tailored to its platform.
1. Define Your Objective
Start by clarifying what you want to optimize:
Engagement — clicks, replies, or link visits
Conversion — purchase, signup, or other actions
Open rate — though SMS doesn’t have “opens” like email, you might infer engagement via replies or clicks
Opt-out rate — you want to find what doesn’t annoy people
2. Set Up Your Variants
In SMSLeopard’s dashboard, create your message versions:
For copy, write two (or more) variants (A and B), differing only in the variable you’re testing.
Example A: “Hi [Name], get 20% off today – shop now: example.co.ke”
Example B: “Limited offer: 20% off your next order. Use code SAVE20 at example.co.ke”
For send time, use the same message content but schedule two sends at different times. SMSLeopard supports scheduling and segmentation. SMS Leopard+1
For CTA, keep the rest of the message identical and change just the CTA phrase or structure.
3. Split Your Audience
Divide your subscriber list into at least two segments:
Keep segments roughly equal in size.
Randomize assignment (so you don’t bias the test).
Make sure your test group is significant enough to draw meaningful conclusions (SMSLeopard’s analytics will help you).
4. Run the Test
Launch your A/B test via SMSLeopard’s interface. Their analytics tools allow you to monitor performance in real-time. SMS Leopard+1
Let the test run long enough for statistical relevance — typically 24–48 hours is a useful starting point, though it depends on your volume.
5. Measure Key Metrics
Track performance using SMSLeopard’s analytics dashboard:
Delivery status (ensuring messages actually went through) SMS Leopard+1
Click-throughs if you have links
Reply rate (for two-way SMS)
Conversion actions, if linked to your system
Opt-out rate (people replying “STOP” or unsubscribing)
6. Analyze & Choose a Winner
Compare the performance of A vs. B (or more variants).
Identify which version is “winning” on your key metric.
Be cautious: don’t jump to conclusions too early — ensure the difference is meaningful and consistent.
Apply the winning variant for the rest of the campaign once the test ends.
7. Iterate
Record your results.
Use insights to design your next test: maybe try a different variable next (e.g., after optimizing CTA, test send time).
Over time, you build a data-driven messaging playbook.
Best Practices for A/B Testing SMS in Kenya (with SMSLeopard)
Here are practical tips to make your A/B testing effective, especially in the Kenyan context:
Test one variable at a time. Changing too many things at once confusing your results is a common trap. Best practice, as recommended by SMS testing experts, is to isolate one element (e.g., CTA) per test. Klaviyo Help Center+1
Segment wisely. Leverage SMSLeopard’s segmentation capabilities (by geography, behavior, or customer profile) to ensure balanced groups.
Respect local norms and regulations.
Avoid sending SMS at inconvenient hours (very early morning or late night). SMSLeopard itself recommends this to maximize engagement. SMS Leopard
Always include opt-out instructions (“Reply STOP to unsubscribe”) to stay compliant with Kenya’s telecom regulations. SMS Leopard+1
Use a sufficiently large sample. The reason: with too small a group, random variation could distort your findings.
Run tests long enough. Let campaigns run for a reasonable duration, such as 24–48 hours, particularly to account for different user behavior patterns.
Document and learn. Keep a log of what you test, what the results were, and your next hypothesis. Over time, you’ll see patterns (e.g., “Evening sends convert best for promo SMS,” or “Urgent CTAs drive higher click rates”).
Leverage SMSLeopard’s analytics. Use the real-time analytics dashboard to monitor how each variant performs — not just in terms of immediate replies, but downstream behavior (if you can track it, e.g., via a link to your website).
Real-World Examples & Use Cases
Here are hypothetical but realistic scenarios in Kenya where A/B testing via SMSLeopard could make a big difference:
Retail Promotion Campaign: A clothing store sends two promo SMS variants:
Version A: Friendly, casual tone: “Hi Jane, check out our new summer collection + enjoy 15% off today! Shop now → shop.co.ke”
Version B: Urgent tone: “Hurry! 15% off ends tonight! Visit shop.co.ke to grab your style.” After testing, they find Version B drives 40% more clicks and purchase conversion. They adopt that tone for future flash sales.
Payment Reminder SMS for an NGO or SACCO:
Variant A: “Dear John, your monthly contribution of KSh 2,000 is due tomorrow. Please pay via M-Pesa Paybill 123456. Reply OK if done.”
Variant B: “Reminder: your KSh 2,000 contribution is due tomorrow. Use Paybill 123456 now to stay current.” They may test which message gets more responses or payments, refining both copy and CTA.
Event Invitation: For a church or community event:
Variant A: “You’re invited! Join us this Saturday at Faith Chapel for worship at 10 AM. Bring friends.”
Variant B: “Don’t miss this Saturday’s worship at 10 AM—invite a friend & let’s celebrate together!” Test which version drives more RSVPs or replies.
Customer Feedback / Survey: Use SMSLeopard’s surveys or shortcodes to ask customers:
Variant A: “Help us serve you better — take our 1-minute survey: smsleopard.link/survey”
Variant B: “Your opinion matters! Click → smsleopard.link/survey to share feedback & win KSh 500 voucher” See which variant yields higher participation.
Why SMSLeopard Is the Right Choice for A/B Testing in Kenya
Built-in A/B Testing Tools: SMSLeopard’s platform supports message variation testing, making experimentation straightforward. SMS Leopard+1
Real-Time Analytics: You get insight into delivery status, engagement, and performance in real time. SMS Leopard
Scheduling & Segmentation: With SMSLeopard, you can schedule messages for different times and segment your audience to run clean split tests. SMS Leopard
Compliance & Local Expertise: SMSLeopard is CA-licensed in Kenya, handles opt-outs, and enables compliant sender IDs so you can test safely and legally. SMS Leopard+1
Scalable & Affordable: Their pricing is transparent and tiered; as you scale your A/B testing and campaign volume, costs remain manageable. SMS Leopard
Support & Guidance: Their blog content (and support team) helps guide new users on best practices—reducing common mistakes when running SMS campaigns. SMS Leopard+1
Common Pitfalls to Avoid When A/B Testing SMS
Testing too many variables at once. If you change copy, CTA, and send time in the same test, you won’t know which change actually drove the difference.
Small sample size. If your test audience is too small, your results may not be statistically valid.
Running tests for too short a period. Make sure your test runs long enough to capture different user behaviors (e.g., early vs late responders).
Ignoring conversion tracking. Testing is only useful if you measure the right metric (clicks, replies, purchases, etc.).
Not iterating. A/B testing isn’t a one-off. You should test continuously and refine your approach over time.
Conclusion
A/B testing is a powerful tool in your SMS marketing arsenal — especially when used with a robust, localized platform like SMSLeopard in Kenya. By methodically experimenting with message copy, send time, and CTAs, you can uncover the combinations that truly drive engagement, conversions, and long-term loyalty.
With SMSLeopard’s scheduling, segmentation, and analytics tools, running these experiments becomes practical and scalable. Over time, the insights you gather will refine your messaging strategy, improve ROI, and help you deliver more relevant, resonant communication to your Kenyan audience.
So, start small: pick one variable, run your test, analyze the results, and iterate. Before long, you’ll build a data-driven SMS playbook that consistently outperforms guesswork—and maximizes the power of SMS.