If you are looking to change behaviour with your campaign, it’s crucial to design the most effective messages to influence people’s outlook and actions. One popular method for optimising these messages is A/B testing. In this episode, I’ll explain what A/B testing is, how to conduct it in behaviour change campaigns, and tips for maximising its effectiveness.

I cover what A/B testing is for comms pros, and seven tips on how to get started.

This episode was inspired by a ‘Deep Dive’ episode with behaviour change expert, Shayoni Lynn of Lynn Globalwhoit was a pleasure to host on the pod earlier in the year. I’ve added the link to the show notes today so you can listen to that whole episode.

Let’s dive in!

Links in this episode:

Shayoni Lynn on Behaviour Change:


Statistical Significance – Meaning:


Lynn Global:


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Full Transcript (Unedited)

What is A/B Testing?

A/B testing, also known as split-testing, is an experimental approach used to compare two or more variations of a message, ad, or webpage or any piece of collateral really. The goal is to determine which version generates the best response in terms of desired outcomes (e.g., clicks, conversions, sign-ups). By gathering data on user behaviour, you can make more informed decisions about your campaign messaging.

Shyoni and I discussed on the pod a while back how her company sometimes uses A/B testing on ads and visual pieces of communication as well as messages before launching campaigns. 

Let’s just take messaging for now, how can you Conduct A/B Testing on Messages?

Define your goal:

Before starting an A/B test, its important to clearly identify the specific behaviour change you want to achieve. This might involve increasing awareness about a certain issue, boosting donations or sign-ups for a cause, or motivating users to adopt a new habit.

Create message variations:

Develop two or more distinct versions of your message focused on the same goal. This could involve creating multiple headlines or changing key elements within the content such as images, call-to-actions (CTAs), or tone.

Split your audience:

Randomly assign your target audience into different groups, ensuring that each person only receives one version of the message. This control helps eliminate bias and ensures that any differences in outcomes can be attributed to the variations in messages.

Monitor performance:

Track relevant metrics (e.g., click-through rates, conversions) for each message variation during a predetermined time frame. Make sure your sample size for each group is large enough to provide statistically significant results.

Analyse results:

Compare the performance of each variation against your preset goals and determine which version was the most effective at driving the desired behaviour change.

Refine and repeat:

Use the insights gained from your A/B test to make data-backed improvements to your messaging, then continue iterating and testing to further optimise your campaign.

Tips for Successful A/B Testing in Behaviour Change Campaigns:

  1. Test one variable at a time: When crafting message variations, only change one element at a time to ensure that any differences in performance can be attributed to that specific change.
  2. Prioritise high-impact variables: Focus on testing elements that are likely to have the biggest impact on your campaign’s success, such as headlines, CTAs, or personalization features.
  3. Run tests simultaneously: To minimise external factors influencing the results (e.g., news events, seasonal trends), it’s important to run all test variations simultaneously.
  4. Allow adequate time for results: Conduct your A/B test over an appropriate time period to allow for meaningful data collection. Be cautious not to end the test too early or run it for too long.
  5. Utilise pre-existing benchmarks

If you have them, start with your pre-existing benchmarks for comparison.