What to A/B Test in Sales Messages for Better Conversions

To convert leads into loyal customers, it’s crucial to refine the way you communicate. A/B testing is your secret weapon to improve sales messages effectively.

By experimenting with different approaches, you can understand what resonates best with your audience and optimize for success.

The beauty of A/B testing is this one simple thing — it allows you to systematically figure out what connects with your audience and what falls flat. With each test, you gather valuable insights, build on what works, and gradually craft a message that truly hits the mark. 

Subject Lines: The Gateway to Your Sales Message

Subject lines are often — more or less always, the first thing a potential customer sees. Those that invoke curiosity, or even provide some sort of direct, instant benefit — they tend to perform well, but each audience is unique, so it’s important to find out what resonates with your specific customers.

Test Different Types of Subject Lines

Your subject line is the first impression. If it doesn’t capture your audience’s attention, your email might never be opened. Try A/B testing different types of subject lines to see what works best. Personalized subject lines can make it feel more personal, but does adding the recipient’s name drive more opens? 

Experiment with these variations to see which ones prompt your audience to take action. Different audiences respond to different approaches, and understanding these nuances can be the key to maximizing the success of your campaigns.

You could also test more specific variations, such as emotion-based subject lines versus straightforward ones. For example, a subject line that invokes curiosity or excitement might appeal to some, while others prefer direct information. 

It’s important to evaluate the different ways that subject lines resonate with your audience to find the approach that best suits your brand voice.

Tone and Length

The tone and length of your subject lines are crucial, too. Short and direct might work better for a busy audience, while a more conversational tone might resonate with a relaxed demographic. Test different options, such as short vs. long subject lines and formal vs. casual tone, to see what resonates. 

A concise subject line might be more effective for readers who don’t have a lot of time, while a more detailed one could give context and arouse interest. Keep experimenting with tone, length, and structure to zero in on the best approach for your specific audience.

Opening Lines: Keeping Readers Engaged

The opening line sets the stage for your entire sales message. You need to grab attention quickly, or your message will be ignored. Test how well personalization performs versus a broader approach. You could start with a problem your potential customer is experiencing and show how you can solve it, or use data or statistics to lend authority. 

For instance, personalized lines that address a reader’s specific pain point might perform better, while a general statement could appeal to a wider audience. The key is to test these different styles and find the sweet spot where your audience feels heard and understood.

People are naturally drawn to stories, so consider experimenting with a bit of storytelling by starting with an anecdote or example that relates to your product or service—create an emotional connection, making your message more compelling and memorable.

Call to Action (CTA): Driving the Next Step

The way you present your CTA can significantly impact your conversion rates. Make it clear, concise, and aligned with the reader’s needs, offering an incentive or benefit that makes the action worthwhile. 

The language and placement of the CTA can either encourage or deter the reader, so experiment with different phrases, formats, and visual cues.

Button vs. Text Link

Test whether a button or a text link is more effective. Buttons stand out visually, making it easier for the reader to know what to do next, while text links are less aggressive and blend more naturally into the message. 

Depending on your audience, they might prefer one over the other. A button may feel like a stronger prompt, while a text link might feel more subtle and less pushy, leading to better results.

Specificity of CTA

Compare an action-oriented approach like “Sign Up Now” to a benefit-oriented one like “Get Your Free Trial Today.” Does offering a clear benefit entice more clicks? You could also test adding urgency, such as “Sign Up Today to Save 15%.” 

Adding time-sensitive elements may push readers who are on the fence to act immediately, whereas emphasizing benefits may create more incentives based on the value they’ll receive.

Body Content: Crafting the Ideal Message

This is where you get to explain your product or service in detail. It needs to be informative and engaging while ensuring that you don’t overwhelm the reader.

Test whether your audience prefers a formal tone that uses more professional, structured language to build credibility or a conversational tone that puts readers at ease and feels more personal. A formal tone might work well for audiences who value authority and precision, whereas a conversational tone might feel more relatable and accessible.

Vary the tone based on the stage of the sales funnel— a more formal tone might be better at the top of the funnel when establishing trust, while a conversational tone might be more effective in nurturing leads further down the line. 

Length and Structure

Some audiences respond better to concise, skimmable content, while others may appreciate more detail. 

When offering long-form product or service sales content, opt for easily accessible file formats like PDFs or Word documents, which allow readers to download and review the material at their own pace. 

Use tools to edit PDF files for quick adjustments, such as adding annotations, updating outdated information, or personalizing documents for different audiences. These edits can help ensure that your materials are always relevant and targeted, making it easier for your audience to engage with the content.

Test different variations, such as short vs. long messages. You can also test using bullet points for key features or benefits versus presenting the same information in paragraph form to determine which is more effective. 

Breaking content into bite-sized, digestible parts might lead to more engagement from readers who are busy or overwhelmed.

Value Propositions: What Resonates with Your Audience?

Your value proposition is the core of your message. It’s what tells the customer why they should care. Test whether focusing on features or benefits drives better results. 

Centralize and organize all the essential details with product information management tools, highlighting key features in your sales messages. This approach ensures that customers receive accurate, consistent, and up-to-date information, which can significantly enhance their understanding and perception of your product’s value. 

Feature vs Benefit-Focused

A feature-focused message might emphasize what your product can do, like “Our tool integrates with 100+ apps,” while a benefit-focused message emphasizes how your product helps the customer, such as “Save time by integrating with the tools you already use.” 

Often, focusing on benefits can create an emotional connection, making the customer see how the product directly impacts their life or work.

Social Proof

Test if incorporating customer success stories or statistics impacts conversions—a direct approach without added testimonials can be stronger, so try different approaches to see what works best. Experiment with testimonials, industry awards, or media mentions to see what resonates most with your audience. 

Conclusion

Effective A/B testing takes the guesswork out of crafting sales messages. Even small changes can yield significant improvements in engagement and conversions. A consistent and methodical approach to testing allows you to make ongoing adjustments, ensuring that your messaging evolves with your audience’s needs.

The more you test, the more you learn, and the more refined your messages become. Start testing today and discover what drives your audience to take action. The insights you gather will improve your current campaigns and shape your approach to future sales messaging, creating a continuous loop of growth and improvement.