plugin: instantly updated: 2026-01-20

A/B Testing Patterns

Testing Fundamentals

One Variable at a Time

CRITICAL: Only change one element per test for clear attribution.

Test Type	Variable	Keep Same
Subject Line	Subject only	Body, CTA, timing
Opening Line	First sentence	Subject, rest of body
CTA	Call to action	Subject, body intro
Send Time	Delivery time	All copy elements

Sample Size Requirements

Confidence Level	Minimum Sample per Variant
90%	100
95% (standard)	150
99%	200

Formula:

sample_size = (Z^2 * p * (1-p)) / E^2

Where:
  Z = 1.96 for 95% confidence
  p = expected conversion rate (use 0.5 if unknown)
  E = margin of error (typically 0.05)

Subject Line Testing

Test Categories

Category	Control Example	Variant Example
Curiosity vs Specific	"Quick question"	"2 min about {{company}}'s pipeline"
Personal vs Generic	"{{first_name}}, saw this"	"Your team might like this"
Question vs Statement	"Struggling with X?"	"How we fixed X for [Company]"
Short vs Medium	"Quick win?"	"{{first_name}}, 2 ideas for {{company}}"

Best Practices

1. Test 2-3 variants maximum - More variants require more sample
2. Run for minimum 3 days - Account for daily patterns
3. Test during stable periods - Avoid holidays, major events
4. Document everything - Record hypothesis, results, learnings

Body Copy Testing

Elements to Test

Element	Low-Lift	High-Lift
Opening hook	Different pain point	Different approach entirely
Social proof	Different company name	No social proof
Value proposition	Reframe benefit	Different benefit
CTA	Soft vs hard ask	Different action

Copy Frameworks to Test

PAS vs AIDA:

• PAS: Problem-Agitate-Solution (emotional)
• AIDA: Attention-Interest-Desire-Action (logical)

Test Hypothesis: PAS performs better for pain-point-heavy ICPs, AIDA for solution-seekers.

Timing Tests

Variables to Test

Variable	Options to Test
Day of week	Tue vs Thu (typically best)
Time of day	8-10am vs 2-4pm
Timezone	Send in prospect's local time vs batch send
Sequence gaps	2-day vs 3-day follow-up gaps

Default Schedule (Starting Point)

Optimal Sending Windows:
  Primary: Tuesday-Thursday, 9-11am local time
  Secondary: Tuesday-Thursday, 2-4pm local time
  Avoid: Monday morning, Friday afternoon

Statistical Significance

Quick Significance Check

Total Sample	Lift Needed for 95% Confidence
200 (100 per variant)	15%+ lift
500 (250 per variant)	10%+ lift
1000 (500 per variant)	7%+ lift

Decision Framework

IF lift >= 15% AND sample >= 100/variant:
  Declare winner with medium confidence

IF lift >= 10% AND sample >= 250/variant:
  Declare winner with high confidence

IF lift < 10% OR sample < 100/variant:
  Continue test or call it inconclusive

Implementing A/B Tests in Instantly

Method 1: Split Leads

1. Export lead list
2. Randomly split into Variant A and Variant B groups
3. Create two identical campaigns with one variable different
4. Use move_leads_to_campaign to assign leads

Method 2: Sequential Testing

1. Run Control for X days, collect metrics
2. Update campaign with Variant (update_campaign_sequence)
3. Run Variant for X days, collect metrics
4. Compare (less rigorous, use only if lead volume is limited)

Tracking Results

## A/B Test Log

**Test ID**: {uuid}
**Campaign**: {campaign_name}
**Variable**: {what_was_tested}
**Hypothesis**: {expected_outcome}

**Control**:
- Version: {control_description}
- Sample: {n}
- Open Rate: {x}%
- Reply Rate: {y}%

**Variant**:
- Version: {variant_description}
- Sample: {n}
- Open Rate: {x}%
- Reply Rate: {y}%

**Result**: {Winner|Inconclusive}
**Lift**: {z}%
**Confidence**: {confidence}%
**Learning**: {what_we_learned}