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How to A/B Test Instagram DM Messages with Variations in Zorcha?

DM Variation is Zorcha's built-in A/B testing feature for Instagram DMs.

It allows you to create as many different versions of the same DM sequence as you want and compare which style performs better with your audience.

For example, you can test different copywriting styles, images, PDFs, voice notes, or CTA buttons while keeping the core message, offer, or lead magnet the same.

How to Set Up DM Variations

  1. Open an existing automation or create a new one.

  2. Go to the Send a DM step.

  3. Click Variations in the top-right corner of the Setup DM panel.

  4. Configure Variation 1.

  5. Click Add Variation to create Variation 2, Variation 3, and so on.

  6. Click Done to save your changes.

You can create as many variations as you want for a Send a DM step.

How Does DM Variation Work?

When DM Variations are disabled, every person who triggers the automation receives the same DM sequence.

When you add variations, Zorcha distributes them equally among recipients.

For example:

  • If you create 2 variations, approximately 50% of recipients receive Variation 1 and 50% receive Variation 2.

  • If you create 3 variations, recipients are distributed evenly, with about 33% receiving each variation.

This helps you compare performance fairly over time and identify which style resonates most with your audience.

What Can You Test Using DM Variations?

DM Variations are useful for testing different ways of presenting the same information.

You can experiment with:

  • Different copywriting styles

  • Different images

  • Different voice notes

  • Different PDF designs or layouts containing the same information

  • Different CTA buttons

  • Different message sequences

The core offer, resource, or lead magnet should remain the same across all variations.

Why Use DM Variations?

DM Variations help you understand which messaging style drives better engagement.

You can determine:

  • Which copywriting style gets more responses

  • Which image performs better

  • Which CTA button generates more clicks

FAQs

1. How many DM variations can I create?

You can create as many DM variations as you want.

2. Does every user receive all variations?

No. Each recipient receives only one variation.

3. How are variations distributed?

Zorcha distributes variations equally among recipients. With two variations, each variation is sent to about 50% of recipients. With three variations, each variation is sent to about 33% of recipients, and so on.

4. Can I test different lead magnets or offers?

Yes. You can test anything you'd like. However, we recommend keeping the main offer or lead magnet the same and experimenting with different copy, visuals, PDFs, or CTAs instead, since users typically comment expecting a specific resource.

5. Where can I find DM Variations?

Open the Send a DM step and click Variations in the top-right corner of the Setup DM panel.

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