What is AB Testing?
A/B testing is a digital marketing technique that consists of comparing the effectiveness of two media, two contents, two elements by testing a variant on the content or on the form (we can of course test more than two variables, we then speak of A/B/C tests if there are three variables for example).
We test an "A version" of a content, which is the original version, against a "B version", the version that involves a variant. The advantage of A/B testing is that it is a more efficient way of communicating with the target audience.
The advantage of A/B testing is the fact that quantifiable numerical results can be obtained at the end of the test.
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What is AB Testing about?
On LinkedIn, we will mainly try to improve two things and therefore, AB test 2 elements:
Your acceptance rate for connection requests.
This will involve testing different approaches in the connection note that accompanies the connection request, or testing connection requests with a connection note, or without, to see what works best.
Your response rate to your messages.
How do you set it up on Waalaxy?
Several steps:
Export your target from LinkedIn
In order for your approach to make sense, you will need to target your prospects. In fact, in order to do A/B testing, you need to have a large enough sample of users so that you can base your approach on data that will serve you well.
Log in to your Linkedin and Waalaxy account.
Search for prospects from Linkedin and choose a large sample (100 / 500 / 1000 people).
Click on the Waalaxy extension, and create a list of prospects in which the prospects will be exported.
Launch the import.
You should find your search and your leads in the Waalaxy list.
Define the sequence you want on Waalaxy
Depending on what you want to test, you will have to choose the most suitable sequence.
If you want to test your messages, choose a "Message" sequence or one that has several.
If you want to test your invitations with or without a login note, choose a sequence that has at least this step.
Here, we will make 2 different sequences (but on the same model) to test 2 different variables.
First sequence
Go to "Campaign", "Create a campaign",
Select the sequence of your choice, for example to test the Linkedin invitations, we'll choose the "Invitation" sequence.
In this sequence, we will just send an invitation to half of the prospects on the list, without putting a connection note.
We validate without a connection note
And we launch the campaign. 🔥
Second sequence
Well, we're doing the same thing again, well almost.
Go to "Campaign" and "Create a campaign",
Select the same sequence "Invitation".
Add the rest of the prospects from the prospect list.
In this sequence, in contrast to the other one, we will add a connection note to test.
And we run the sequence.
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So you have two sequences running at the same time, on prospects based on the same criteria, with a different variable.
You can then analyse the results.
Analysis of AB Testing
Don't analyse the next day, it will be useless of course.
We recommend waiting 28/30 days.
You can see the performance of each of the two campaigns by clicking on them:
Compare the two, here we were testing the invitations, so we will look at the acceptance rate of the 2 campaigns.
You can easily see which campaign has the higher rate, and therefore, which worked better.
You can repeat the AB Test on :
other targets,
via other campaigns with other actions (a visit before an invitation for example),
other messages,
other channels (emails, etc.)
...
It's your choice. 😎