How to made A/B testing#
June 30, 2025
Previews in messages allow you to better personalize and present offers to customers and buyers. At the same time, A/B testing will help you find the best option for promoting your business on WhatsApp. In this article, we will look at how to organize hypothesis testing and use custom previews in messages.
Table of Contents#
History#
The A/B testing method did not appear immediately in the form we are accustomed to and has gone through a long path of evolution, which once again emphasizes its relevance and importance in promoting products on the market.
One of the first to apply and describe the method was the American researcher Claude Hopkins (1866-1932). His work is primarily important because he did not rely on intuition, but on a scientific approach.
The next person to make a serious contribution to the method was the English biologist Ronald Fisher (1890 - 1962). The scientist added the null hypothesis to the method, enriched it with statistical significance. Who would have thought that experiments conducted to assess the quality of fertilizers would eventually be used almost everywhere?
And so, in the early 2000s, engineers from Google used A/B testing to evaluate the main page of their search service.
Now you understand that this is a useful and convenient tool for promoting your product.
How A/B testing works#
To conduct A/B testing, you need at least two versions of one element. Everything else remains unchanged during testing.
For example, by sending a preview, we can find out which card attracts more customer attention.
What messages with previews look like in WhatsApp
We cannot say in advance which picture will attract more customer attention, but if we correctly divide our customers into two equal parts, we can say with confidence which picture promotes the product better.
However, we must remember that the segmentation of customers in both groups should be close to real, and also use the correct ratio of age groups, education, skills, gender, and any other metric that you consider correct. You can't divide two test groups, for example, by age and send them one picture, and send another picture to the other age group. This fundamentally violates the idea of A/B testing.
Steps needed for A/B testing#
To conduct testing, you need to follow these basic steps:
- Formulate a hypothesis
- Define the goal and metrics
- Define the audience
- Conduct an experiment
- Calculate the result
With the formulation of the hypothesis, everything is very simple - we must decide whether element A is better than element B or element B is better than element A, or, according to the results of testing, these elements will give the same result.
Then we set a goal, for example, to increase the number of sales or product downloads. And when we express our desired result as a percentage, we can move on to the next stage.
We need to correctly segment our subscribers and customers within the test groups so that the testing lasts long enough.
Next, we need to start the experiment. To generate messages with previews, we will use the SendMessage method. It is also possible to use the interactive preview constructor in your console.
Web interface of the interactive preview constructor
The web interface of the application looks interactively and clear, but for a better understanding, you can study our article on working with custom previews in WhatsApp.
The calculation of the result is made after a long time, for example, a month after the start of the experiment. Since at the very beginning the experience may be affected by the effect of novelty, which will gradually begin to subside.
Conclusion#
Conducting A/B testing in WhatsApp using a user preview will make your product more recognizable, marketable, and popular. Use all the possibilities of GREEN-API methods to solve business problems and enjoy the process.
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