SMS A/B Testing Ideas Beyond Copy and Send Time

Most SMS teams run the same two tests. They tweak the words. Then they move the send time. Those tests help, but they rarely unlock the biggest gains. However, the biggest performance jumps usually come from what you test around the message, not inside it.

Therefore, if you want higher conversions, you need to test bigger levers. You need to test who receives the message, what you offer, where the link goes, and what happens after the click. Also, you should test automation logic, because automation runs daily and compounds wins quickly.

This guide shares high-impact SMS A/B testing ideas beyond copy and send time. It follows a simple format so you can scan, pick tests, and run them fast.

Why Bigger Tests Beat Micro Tweaks

Copy tests can lift clicks, yet they often fail to fix the real bottleneck. Sometimes your offer is weak. Sometimes your audience is too broad. Sometimes, checkout friction kills conversion. Therefore, you can win the click and still lose the sale.

So, think in a chain. Targeting drives relevance. Offer drives motivation. Landing experience drives conversion. If one link breaks, revenue drops.

As a result, larger tests tend to outperform micro edits. They also teach clearer lessons, which help you improve faster.

Set Up Your Tests So Results Mean Something

Before you run any experiment, set a few rules. Otherwise, the data lies.

Rule 1: Test one variable at a time: Keep everything else stable so you know what caused the result.
Rule 2: Pick one primary KPI: Use conversion rate or revenue per recipient, then watch clicks and opt-outs as supporting signals.
Rule 3: Use a consistent measurement window: For promos, 24–48 hours often works. For higher-consideration offers, use 3–7 days.
Rule 4: Randomize fairly: Split the same segment into two equal groups and send at the same time.
Rule 5: Avoid distorted periods: If the site is unstable or a major holiday is skewing behavior, wait or adjust expectations.

Now you’re ready for tests that move revenue.

Audience Tests

Test 1: Full list vs engaged list: Send the same campaign to your full list versus subscribers who clicked in the last 30 days. Often, the involved segment produces higher revenue per send and lower opt-outs.

Test 2: Recent buyers vs non-buyers: Send the same offer to customers who purchased in the last 30–60 days versus subscribers who never purchased. Often, recent buyers respond to new arrivals and bundles, while non-buyers respond better to lower-friction entry offers.

Test 3: Category affinity vs general targeting: Send a category-focused message to people who bought or browsed that category versus the full list. Often, affinity targeting increases conversion by reducing mismatches.

Test 4: High-value customers vs everyone: Send a VIP-style perk to high-value customers and a standard offer to the broader list. Then compare revenue per recipient and opt-outs. Often, VIP framing improves retention without discounting.

Test 5: Local radius vs national list: Send store promos or event invites to subscribers within a realistic travel radius, rather than to everyone. Often, local relevance improves clicks and reduces “why did you send me this?” complaints.

Offer Tests

Test 6: Free shipping vs percent discount: Offer free shipping in Variant A and a percent discount in Variant B. Often, free shipping feels simpler and can match conversion at a lower cost.

Test 7: Gift with purchase vs money off: Offer a small bonus item in Variant A and a discount in Variant B. Often, gifts protect price perception while still driving action.

Test 8: Bundle savings vs single-item promo: Promote a bundle in Variant A and a single hero product in Variant B. Often, bundles increase AOV even if conversion rates stay flat.

Test 9: Early access vs discount: Offer early access to a drop in Variant A and a discount in Variant B. Often, early access drives urgency without creating a dependence on training discounts.

Test 10: Threshold offer vs flat offer: Test “Spend $X, get $Y” versus “Get $Y off.” Often, threshold offers raise AOV, which increases revenue per send.

CTA And Path Tests

Test 11: Product page vs collection page: Send Variant A to a single product page and Variant B to a curated collection. Often, product pages convert better with a single, clear hero offer, while collections win when choice matters.

Test 12: Prefilled cart link vs standard link: Send cart abandoners to a prefilled cart in Variant A and to a general checkout path in Variant B. Often, fewer steps increase completion.

Test 13: One link vs two choice links: Use one primary link in Variant A, and two category links in Variant B. Often, two links help when audiences split into distinct intents, but one link can win when focus matters most.

Test 14: Deep link to app vs mobile web: Send app users to an app deep link in Variant A and to mobile web in Variant B. Often, apps convert faster for logged-in customers, while the web reduces friction for casual buyers.

Test 15: Short path vs educational path: Send Variant A to a fast “buy now” page and Variant B to a page with reviews and FAQs. Often, high-consideration products need education, while low-consideration products need speed.

Landing Experience Tests

Test 16: Auto-applied discount vs manual code: Use an auto-apply link in Variant A and a code customers must enter in Variant B. Often, auto-apply increases conversion rates by removing steps.

Test 17: SMS-specific landing page vs standard page: Send Variant A to a dedicated SMS landing page that matches the offer and CTA, then send Variant B to your standard page. Often, message-match pages reduce bounce and lift revenue.

Test 18: Short page vs long page: Test a shorter page with a clear CTA versus a longer page with more detail. Often, the best option depends on product complexity, so this test reveals what your buyers actually need.

Test 19: Single offer focus vs multiple offers: Test a landing page with one offer and one CTA versus a page with various promos. Often, fewer distractions improve checkout completion.

Test 20: Fast checkout enabled vs standard checkout: Test accelerated checkout options in Variant A versus standard checkout in Variant B. Often, faster checkout increases mobile conversion rates.

Automation And Flow Logic Tests

Test 21: One-message cart flow vs three-message cart flow: Run a single reminder in Variant A and a 3-touch sequence in Variant B. Often, the longer sequence recovers more revenue, but the shorter sequence reduces opt-outs.

Test 22: Cart reminder timing gaps: Test the first reminder at 30 minutes versus 2 hours. Then test the second reminder at 8 hours versus 12 hours. Often, the sweet spot depends on product type and purchase urgency.

Test 23: Incentive first vs incentive last: Offer a discount on the first cart reminder in Variant A and only on the final reminder in Variant B. Often, incentive-last protects margin while keeping recovery strong.

Test 24: Browse flow on vs browse flow off: Turn on browse abandonment for a segment in Variant A and leave it off in Variant B. Often, browse flows increase revenue, but they can also increase fatigue if not segmented.

Test 25: Suppress promos after purchase vs no suppression: Suppress promotional SMS for 48–72 hours after purchase in Variant A and do not suppress in Variant B. Often, suppression reduces opt-outs and improves long-term engagement.

Personalization And Interactivity Tests

Test 26: Category personalization vs generic messaging: Mention the category the subscriber browsed or bought in Variant A and keep Variant B generic. Often, category-level relevance boosts clicks without feeling creepy.

Test 27: Product-specific personalization vs category-level: Reference the exact product in Variant A and only the category in Variant B. Often, product-level personalization increases clicks, but it can lead to more opt-outs if it feels invasive.

Test 28: Two-way question vs one-way link: Ask a simple question like “Pickup or delivery?” in Variant A and send a single link in Variant B. Often, the two-way approach increases commitment, especially for services.

Test 29: Preference center prompt vs no prompt: Offer a preference center link in Variant A and do not offer it in Variant B. Often, preference controls reduce opt-outs and improve long-term ROI.

Frequency And Fatigue Control Tests

Test 30: One promo per week vs two promos per week: Keep frequency low in Variant A and increase it in Variant B. Then measure revenue per subscriber over 30 days. Often, lower frequency wins in the long term, even if short-term revenue dips.

Test 31: Sunset unengaged subscribers vs keep sending: Pause subscribers who never click after 60 days in Variant A and keep sending in Variant B. Often, sunsetting improves engagement rates and deliverability.

Test 32: “Opt-down” option vs hard opt-out: Offer “less often” and category preferences in Variant A and only STOP in Variant B. Often, opt-down prevents subscribers from leaving.

Trust Signal Tests

Test 33: Brand name first vs brand name later: Put your brand name at the start in Variant A and later in the message in Variant B. Often, fast identification increases clicks and reduces confusion.

Test 34: Social proof vs no proof: Add “best-seller” or “top-rated” in Variant A and remove it in Variant B. Often, proof reduces hesitation and lifts conversion.

Test 35: Help path included vs not included: Add “Reply HELP” or a support link in Variant A and omit it in Variant B. Often, support access increases conversion for higher-ticket or higher-friction offers.

A Simple Priority Order If You’re Starting Now

If you want fast wins, run these first.

Test 1: Full list vs engaged list: Because relevance usually beats reach.
Test 6: Free shipping vs percent discount: Because the offer type protects the margin.
Test 16: Auto-applied discount vs manual code: Because friction kills conversion.
Test 21: One-message cart flow vs three-message cart flow: Because cart recovery compounds daily.
Test 30: One promo per week vs two promos per week: Because list health protects ROI.

Final Thoughts

If you only test copy and send time, you will improve slowly. However, when you test bigger levers like audience, offer type, landing experience, and automation logic, you can unlock major gains.

Start with the bottleneck closest to revenue. Then run clean tests, one variable at a time. Over time, you will build an SMS program that converts better while sending fewer messages, which is the best outcome for both you and your subscribers.