---
title: "How A/B testing works"
description: "A guide on how to use A/B testing"
url: https://help.crono.one/en/articles/20-how-ab-testing-works
collection: "Sequences"
updated: 2026-10-23
language: en
---

# How A/B testing works

A guide on how to use A/B testing

A/B Testing allows you to **compare multiple templates** within the same step of a sequence to **understand which one performs best.**

This helps you quickly learn what messaging resonates with your prospects and optimize your outreach for higher reply rates.

## Adding templates for A/B testing

When you add a template to a step inside your sequence, an option will appear to **Add more templates** for A/B testing.

You can include **two, three, or more templates** in the same step.

All selected templates will run simultaneously as part of the A/B test.

![](https://staticfiles.gleap.io/gattachments/WAKnj6MkDQZI8npEOWSxxu1Eazk9oeP7f6crfZH4FSWdkIvnFSaAgHh1B1zjTt6vOs4NcLXyW86.png)

![](https://staticfiles.gleap.io/gattachments/zJA1Vu8e4sbiOdReOWgr5i3gMD5BFGZOE0gjNQKRSHGSMP9YtwguxOjpjycSI7XjFtYwoGwZv5l.png)

You can also select the same template across different variants. In this case, Crono will attach it as a **single-use copy** for that specific step.

This means you can edit the copy directly from the sequence without changing the original saved template.

After editing it, you can choose whether to:

-   **Save it as a new template**
    
-   **Use it only for that step**
    

![](https://staticfiles.gleap.io/ghelparticle/mPNV6uFQH2hgwRuSx69vUXBlf5uK1UX9n4R56mPooLTRoe2cMJyQwbmCbhbisKeK8qnq1ThW5ED.png)

This is useful if you want to quickly test small variations of the same message without creating new templates manually before building the sequence.

## How distribution works

Crono automatically distributes the templates evenly and randomly across the contacts entering that step.

**Example:** If you add 100 contacts into a sequence with 4 templates (A, B, C, D) in an A/B test step:

-   Template A is sent to 25 contacts
    
-   Template B is sent to 25 contacts
    
-   Template C is sent to 25 contacts
    
-   Template D is sent to 25 contacts
    

This ensures a balanced comparison between all variations.

## Tracking performance

Over time, Crono will show performance **metrics for each template** so you can identify the winner. Metrics differ by channel:

-   Email: usage, open rate, click rate and reply rate
    
-   LinkedIn messages and invitations: usage and reply rate
    

This allows you to quickly spot top-performing messaging and eliminate templates that don’t convert.

![](https://staticfiles.gleap.io/gattachments/52mJ8VPKeaCA4f1XQArrf0ClQBmZC8JPIO2CKEfsohIG58vrx3zFjr3Q4zDHJXZTRP98S8VlaCM.png)

## Optimizing your A/B test

Once results become clear, you can:

-   **Pause** the underperforming templates
    
-   **Remove** them permanently
    
-   **Keep** only the winning template active
    

This helps you continuously refine your sequence with data-driven decisions.