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.

Updated on: 29/04/2026