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# Getting Started with A/B Testing in Optimized.App

# Getting Started with A/B Testing in Optimized.App
###### Learn how to start A/B testing in Optimized.App and use the platform’s features to improve campaign performance through data-driven decisions.

A/B testing is one of the most effective ways to improve your communication results. Instead of relying on assumptions, you can test different approaches and let real data guide your decisions.
In Optimized.App, A/B testing can be applied across campaigns, channels, and content—helping you continuously optimize performance.

## **What Is A/B Testing in Our Context?**
A/B testing means comparing two variations:
* **A (control)** = your current approach
* **B (variation)** = one change you want to test
Example:
* Different **call script (Module)**
* Different **SMS wording**
* Different **voice (AI vs IVR)**

## **Where A/B Testing Happens in the Platform**
You can run A/B tests using these key features:
### **Campaigns**
* Create separate campaigns or variations within a **Sequence Campaign**
* Use consistent naming (e.g. `LoanReminder_A` vs `LoanReminder_B`)
### **Modules**
* Test different **content variations** (call scripts, SMS messages, flows)
* Since Modules are reusable, they are ideal for controlled testing
### **Contact Lists**
* Split your audience into two groups (A and B)
* Ensure both groups are comparable in size and characteristics
### **Scheduling**
* Different day but the same time of day
* Different time of day but the same day
* Avoid time-based bias (e.g. weekday vs weekend effects)
### **Reports**
* Use Campaign Reports to compare:
    * Payment rate
    * Call completion rate
    * Click-through rate
* Download detailed reports for deeper analysis

## **How to Run Your First A/B Test**
1. **Define your hypothesis**
Example: “Friendly tone increases payment rate”
2. **Create two variations**
    * Modify only one element (e.g. tone, CTA, voice)
3. **Split your audience**
    * Use two Contact Lists or controlled segmentation
4. **Launch campaigns simultaneously**
    * Ensure both groups are treated equally
5. **Measure results**
    * Choose one primary KPI (e.g. payment within 14 days)
6. **Analyze and document**
    * Use reports + downloadable data
    * Share learnings internally

## **Best Practices**
* Test **one thing at a time**
* Use **clear naming conventions** for Campaigns and Modules
* Ensure **enough volume** before drawing conclusions
* Combine **platform data + customer outcome data**
* Always **document results**, even if inconclusive

## **Common Pitfalls**
* Changing multiple variables at once
* Stopping tests too early
* Comparing results from different time periods
* Using unclear or inconsistent naming
* Ignoring external factors (e.g. timing, seasonality)

## **Summary**
With Optimized.App, A/B testing is built into your everyday workflow:
* Campaigns = test setup
* Modules = test variations
* Contact Lists = audience split
* Reports = results
Start simple, stay consistent, and let data guide your decisions.

###### Read more
[A/B Testing Checklist: Before You Call a Winner](https://support.wiraya.com/en/article/ab-testing-checklist-before-you-call-a-winner-1jmrces/)
[Payment Reminder Content A/B Tests: What You Say & How You Say It](https://support.wiraya.com/en/article/payment-reminder-content-ab-tests-what-you-say-how-you-say-it-1p0kgb6/)
[How to use A/B/C Testing Action in Sequence Campaign?](https://support.wiraya.com/en/article/how-to-use-abc-testing-action-in-sequence-campaign-1m0xocf/)