How to A/B test your LinkedIn Outreach campaign

Feeling a little disappointed that your recent LinkedIn outreach campaign didn't perform how you wanted it to? This is absolutely normal.

The key is to work on mistakes and identify weaknesses. In this article, we will talk about the importance of A/B testing of your LinkedIn Outreach campaign. If you haven't done it before, then you should definitely apply all the techniques we will describe today. 

With the correct approach, you can significantly improve your conversion rate and achieve your desired goal. Let's get started!

What Is A/B Testing?

A/B testing, also known as split testing. It compares versions of a marketing campaign to determine which one performs better.

This method consists of designing two or more versions of a communication campaign and showing them to different segments of your target audience.

Analyzing the performance of each variant can give you a good idea about what works best for your audience. So, with this data in hand, we can greatly improve the campaign.

How Does A/B Testing Work?

A/B testing works by systematically changing one element of a campaign while keeping others constant. For example, if you're running a LinkedIn outreach campaign, you might create two versions of a message:

• Version A: "Hi [Name], I noticed your expertise in [Industry]. Would you be interested in discussing potential collaboration opportunities?"
• Version B: "Hi [Name], I admire your work in [Industry]. Let's connect and explore how we can work together."
  

In this scenario, the only difference is the wording used to initiate the conversation.

Once both messages are sent out to different segments of your audience, you can track metrics such as response rates, engagement, and conversion rates to determine which message performed better.

Another example applies to testing different subject lines for LinkedIn InMails. You can test a straightforward subject line like “Collaboration Opportunity” against a more engaging one like “Let's Unlock New Opportunities Together!”  

You can determine which approach works better when you analyze the conversion rates of opened and responded messages and compare the two results. It's not difficult, but it's very effective, as you'll get the data you need to take further action.

Split Testing On LinkedIn

Executing A/B tests on LinkedIn can be done through various formats, including InMails, connection requests, and sponsored content. The key steps include:

1. Define Your Objective: Clearly outline what you want to achieve with your outreach campaign, such as increasing engagement or generating leads.
2. Create Variations: Develop two versions of your informational content, ensuring that only one element, or a small number, is changed between them to track what specifically worked better.
3. Segment Your Audience: Divide your target audience into several groups, assigning each group to receive one of the variations.
4. Launch and Monitor: Send out those variations simultaneously and monitor their performance using LinkedIn's analytics tools. For example, the Surf tool is ideal for this purpose. We recommend giving it a close look.
5. Analyze Results: After a predetermined period, compare the performance metrics of both variations to identify the more successful approach.

What Are the Benefits of Split Testing on LinkedIn?

The benefits of A/B testing on LinkedIn are numerous:

• Improved Engagement: By testing different messaging styles and formats, you can discover what resonates best with your audience, leading to higher engagement rates.
• Data-Driven Decisions: A/B testing allows you to make informed decisions based on actual performance data rather than assumptions.
• Increased Conversion Rates: By optimizing your outreach based on A/B test results, you can significantly improve your lead conversion rates.
• Cost Efficiency: A/B testing can help maximize your marketing budget by identifying the most effective strategies, and ensuring that resources are allocated to high-performing campaigns.

Optimize Targeting Through Split Testing

A/B testing can also be used to refine your targeting strategies. For instance, you might create two versions of a campaign, each targeting a different demographic segment, such as:

• Version A: Targeting mid-level managers in the technology sector.
• Version B: Targeting senior executives in the same sector.

This way, based on the response rate and engagement in both groups, you will know which group responded more favorably to your message. This insight will help you to make better decisions for the next campaigns by targeting high-potential audience segments.

You can also mix it up with when you reach out. For instance, if you have regional lists, then splitting by time of day (sending Version A in the morning and Version B in the afternoon) can tell you if one particular slot works better for engagement rates.

3 Typical Problems That Stop You From Getting More Conversions

Problem 1: Leads Aren’t Adding You to Their LinkedIn Network

Symptoms: Low acceptance rate for connection requests.

Potential Reasons:

• Unprofessional profile photo.
• Incomplete or poorly designed bio, about page, or work experience section.
• Lack of interesting connections on the account.

Solutions:

• Use a Different Account: Switch to a more established and credible LinkedIn profile.
• Profile Overhaul: Revamp your bio, about section, and work experience to reflect expertise and credibility.
• Warm Up the Account: Add new contacts, publish posts, and share articles to make the account more engaging.

✅ A/B Test: Try different profiles or make incremental changes to see how they impact the connection rate.

Problem 2: Leads Add You but Don’t Respond to Messages

Symptoms: High connection acceptance, but low engagement with follow-up messages.

Current Strategy:

• First Message: “Hey [Name]! Are you still working at [Company Name]?”— a light, intriguing opener that doesn’t feel salesy.

A/B Testing Messaging Sequences:

• Case Studies/Success Stories: Share real client success to build trust.
• Statistics: Offer interesting, relevant data points to capture attention.
• Compliments: Personalize by acknowledging their company’s achievements.
• Brevity: Shorten messages to keep them concise and easy to read.
• Open-Ended Questions: Encourage dialogue with thoughtful questions.

✅ A/B Test: Experiment with different message sequences and elements to boost response rates.

Problem 3: Leads Respond but Won’t Get on a Call

Symptoms: Extended correspondence without commitment to a call.

Solutions:

• Identify Pain Points: Dig deeper into the lead’s challenges and tailor your messaging around their specific needs.
• Rotating Case Studies: Test various success stories to find what resonates most.
• Engaging Questions: Use open-ended questions that encourage leads to think and engage more deeply.

✅ A/B Test: Iterate on your approach until the lead is ready to take the next step.

Conclusion

A/B testing is an essential strategy for optimizing outreach campaigns on LinkedIn. Through A/B testing of various inputs, you can refine your messaging, targeting, and calls to action and find the perfect match that will bring you the highest conversion rates.

If you're looking to enhance your lead acquisition efforts, reach out to C-Leads today and let us help you create the most effective lead-generation campaign tailored to your business needs.