How does A/B testing works?

A/B testing is a powerful feature that allows you to compare different templates within a sequence to understand which ones perform better in terms of replies — and even opens and clicks, in the case of email templates.

It's especially important in the early stages of building a sequence, as it helps you quickly identify and double down on high-performing templates, saving time by avoiding those that don’t deliver results.

As soon as you add a template to a step in your sequence, you'll notice an option appearing just below it that allows you to add more templates for A/B testing.

Select one, two, or as many templates as you’d like to compare. As you can see in the example shown in the image, all three templates will be active within the same email step.

Here’s how A/B testing works: let’s say you add 99 people to your sequence.

When these prospects reach the A/B testing step, Crono will send Template A to 33 of them, Template B to another 33, and Template C to the remaining 33.

Templates are sent in a random but proportional way, allowing you to track over time how each one is performing — including metrics like Usage (how many times it’s been used), Open rate, Clicks on any links, and Replies.

This makes it easy to identify which template performs best — and once you do, you can simply pause or remove the underperforming ones from the A/B test:

Note that A/B testing for LinkedIn Messages and Invitations will only include Usage and Reply rate as comparison metrics.