Ever wondered why some of your campaigns perform better than others? Or why one email gets more clicks while another falls flat? The answer may lie in A/B testing—a powerful tool that allows you to compare two versions of your content to see which performs better.
In this post, we’ll break down what A/B testing is, how it works, and how you can use it to improve your CRM strategies.
What is A/B Testing? A/B testing (also known as split testing) is the process of comparing two versions of a web page, email, ad, or funnel step to determine which one performs better. You show version A to one segment of your audience and version B to another, then analyze which version leads to better results.
It’s all about data-driven decisions. Rather than guessing what works, you use real performance data to guide your optimizations.
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Where You Can Use A/B Testing in CRM Workflows
Email Marketing: Test subject lines, preview text, email design, CTA buttons, or send times.
Landing Pages: Compare different headlines, images, page layouts, and lead magnet offers.
Funnels: Test opt-in forms, sales page versions, upsell offers, and checkout flows.
Follow-Up Sequences: Evaluate different message tones, timings, or formats (video vs. text).
How A/B Testing Works (Step-by-Step)
Pick One Variable to Test — e.g., the subject line of an email.
Create Two Variations (A and B) — only change one element.
Split Your Audience Evenly — half sees version A, the other sees version B.
Track the Results — use metrics like open rate, click rate, or conversion rate.
Choose a Winner — apply the better-performing version across your full list.
Tips for Effective A/B Testing
Always test one thing at a time to isolate what works.
Don’t rush—collect enough data for a statistically significant result.
Use automation platforms like GoHighLevel, Mailchimp, or ActiveCampaign for built-in A/B testing features.
Document what you learn—each test improves your future campaigns.
If you’re not A/B testing, you’re likely missing out on conversion boosts and better customer insights. It’s one of the simplest ways to make your CRM system smarter and more effective.
Whether you’re optimizing funnels, email sequences, or website CTAs, A/B testing can be the difference between good and great results.
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Ready to put your CRM to the test? Try A/B testing today and watch your conversions grow.
