A/B Testing for Sales Workflows: Know the Best Workflow for Your Team
March 4th 2022
Sales Best Practices
sales personalization
Guesswork has essentially built traditional sales processes. Building sales workflows is an ongoing process to structure and remove the guesswork from sales processes. Deciding your upcoming outbound sales campaign based on intuition may or may not have positive outcomes. There may be times when you plan your strategy based on search results for “best outbound sales strategy.” To ensure consistent results from your outbound sales campaigns, you need to create a unique approach. A/B testing in sales workflows helps you move beyond the wishy-washy intuitions and “best practice searches.”

Let’s understand everything you need to know about A/B testing in sales workflows.

Table of Contents

  • What is A/B Testing in Sales?
  • Why is A/B Testing for Sales Workflows Important?
  • How is A/B Testing Done?
  • How to Evaluate A/B Test Results?
  • Start A/B Testing Today!

What is A/B Testing in Sales?

A/B test or split test helps create different versions of processes or steps within a process to identify the best version. It lays out the foundation for data-driven decision making. To carry out A/B testing, you need to have a common agenda with experimental variables or components. For example, you want to A/B test your sales emails. The typical plan is to identify the best email for your sales communication. You can have variations of the subject line, content style, and content itself, among others, for a smaller group before sending it to the entire contact list.

A/B testing for sales workflows has opened opportunities at scale. It allows you to determine the best version of your outbound sales campaigns. You can understand your prospects better and personalize based on their preferences.

5 stages of ab testing

Why is A/B Testing for Sales Workflows Important?

Creating sales workflows can structure your sales outreach process. It can add consistency in communication. Sales automation can save time on routine tasks. But how do you decide on which task to automate? Which sales automation tasks are essential in your sales workflow? Or decide whether your sales workflow is ready to get nurture and mature leads? Here’s why A/B testing is MUST-DO for sales sequences.

Multi-channel & Multi-touchpoint A/B Testing

You need multi-touchpoints to attract and engage your prospects across multiple channels. A/B testing is the key to unlocking the multi-channel sales outreach. If a campaign on one channel isn’t working, you can split test and identify the gaps. You can consider different variables, including

  • Position of Call to action
  • Relevance of Content
  • Mode of Communication

The list is long and unique to every company. You can review, revise and retry to identify what works best for you.

Improve Sales Engagement

Building a sales sequence is an ongoing process. You need to evaluate and improve based on the results constantly. If you identify a sluggish campaign, you can use A/B testing to adopt a data-driven approach to improvement. Reviewing and revising content within your sales workflows can help in increasing sales engagement and, ultimately, conversions.

Convert More Prospects

Personalization is an essential part of approaching new prospects. You can A/B test to identify your prospect preferences. A/B testing for sales workflows allows you to personalize the entire sales journey for opportunities. You can eliminate guesswork from your process and ensure you have taken data-backed decisions.

Eliminate Guesswork

A/B testing provides data-driven insights when compared to trial and error testing. While surveys and focus groups may provide data, the results may be outdated. A/B testing your sales workflows is instant. Each step within a workflow can be A/B tested before sending out in bulk. You can even quantify the outcomes of the improvements. Identifying gaps gets more accessible, and data-driven decisions replace guesswork.

Agile Processes

A/B testing of sales sequences allows you to make informed decisions. It improves the efficiency of your sales workflows with instant feedback or results. It brings agility to provide you with a competitive advantage. It helps you personalize every step based on your prospects’ preferences.

Drive Sales & Revenue Generation

A/B testing essential steps of a sales workflow can result in the following:

  • Decreased bounce rates
  • More website sign-ups
  • Better engagement
  • Increased conversion rate
  • Improve return on investment
  • Data-driven decision-making

You can track and measure the entire sales funnel with A/B testing. It eliminates ambiguity from the path your prospects prefer to get converted into customers. Improving your sales process will drive more sales and revenue generation.

How is A/B Testing Done?

The conversion rate directly impacts the profitability of your company. Optimizing your sales workflows can improve conversion rates and ultimately bring more revenue. Here’s how you can get started with A/B testing.

Goal Setup

A/B testing is goal-oriented. Having a clear goal determines the path to achieving it. For different steps of your sales sequence, the plan may change. For example, for emails, you’d consider favourable reply rates, meetings booked, or similar result-based metrics.

Determine the Variables

To A/B test different variables, you can start with a hypothesis. The experiment with different variables will be to bring out the best version. It can either prove the hypothesis right or wrong to improve your strategy. Here are a few examples of A/B testing variables.

  • Subject lines: It is an essential factor determining if your email is worth opening. An encouraging subject line will ensure your emails are opened and maybe read. But how do you identify the best subject line? You can A/B test subject lines based on personalization, copy, length of the copy, emoji usage, among others.
  • Call to action: The call to action can move your prospects one step closer to getting converted into customers. It needs to be placed strategically within the email. It can be an ice breaker to start conversations with your prospects. You can test them for placement, message, links, appearance, etc.
  • Visuals: While sometimes plain text emails are great, there are times when images look more encouraging. Videos are also a great way to motivate your prospects to increase engagement. What works for you will be unique, and you can A/B test to find out.
  • Sender name: While the subject line directly impacts the open rates, the sender name is equally important. A sender name like is unacceptable, but you can test if your name or the company name attracts more engagement. Or should you use both? A/B test to find out.
  • Time and day: Understanding the time and day your prospect will likely open and read your email. Even if you search for the best time to send the results, you may most likely vary. Test, learn and schedule your emails accordingly.

Note: While we’ve focused on emails here, your sales workflows may include cold calls, social media engagement, and much more. Every step can be A/B tested before determining the best version. For example, you could A/B test the opening lines of your call scripts. You can try different points of personalization for your messages on social media.

How to Evaluate A/B Test Results?

While evaluating your A/B test results, you need a checklist to avoid and identify false positives or statistical errors. Here’s what can be included in your checklist:

  • Sample size
  • Level of significance
  • Duration of the A/B test
  • Analyze micro-conversion data

Let’s understand each point in detail to evaluate the results of A/B testing.

Sample Size of the A/B Test

You need to have a significantly bigger size to ensure the experiment results are relevant. You can calculate the sample size for A/B testing by specifying the significance level, power, and the difference between the desired and suitable rates. It ensures that you have collected enough data to come up with a conclusion.

Level of Significance

Statistical level of significance ensures you have helpful insights. The statistical significance should be 90-95% as per the standard practice. It means you should be at least 90-95% confident about the accuracy of the results.

Duration of the A/B Test

Based on the variables, the duration of the A/B test may vary. The business cycle and approach also affects the period of closing deals. Since the results may vary from weekdays to weekends, it is ideal for testing out for at least seven days.

Analyze Micro-conversion Data

While macro conversion data like sales, lead generation, subscription, etc., are essential, micro-conversions can offer deeper insights.

Analyze micro-conversion data

When analyzing A/B test results, everyone seems to track the site’s macro conversion data continuously – this can either be a sale, lead generated or a subscription. But analyzing micro-conversions offers another layer of insights. It may not directly increase the conversion rate but provide pointers to persuade prospective customers down the conversion funnel.

Start A/B Testing Today!

Sales workflows are an essential part of any revenue-generating sales process. Learning the changes in your user behavior is necessary to personalize, engage, and convert prospects. A/B testing the different elements of your sales sequence helps understand your prospects. It increases the likelihood of prospects opening and reading emails, receiving calls, and engaging with your company across multiple channels. A/B testing for sales workflows is an ongoing process, and the ‘perfect’ workflow will keep evolving as you grow. Ensure you continue testing, learning, and improving with A/B testing.

Richa Sharma
Content Marketer
Richa Sharma
Content Marketer
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