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How to A/B Test Outreach Campaigns on LinkedIn

How to A/B Test Outreach Campaigns on LinkedIn
Last updated: December 7, 2023
Reading time: 7 minutes
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Are your LinkedIn outreach campaigns not yielding the results you desire? You’re not alone! LinkedIn is drowning in a sea of cookie-cutter outreach campaigns that businesses churn out in bulk, all with the goal of luring in fresh leads.

But there’s no need to fret because A/B testing on LinkedIn can help you cut through the noise and generate more leads. In this article, you’ll learn how to split test outreach campaigns on LinkedIn to boost your lead generation efforts.

What Is A/B Testing?

Carrying out an A/B test is like having a secret sauce for your LinkedIn outreach campaigns. It’s a method where you compare two versions of your campaign to see which one performs better. When you test different variations at the same time, it allows you to pick the campaign that resonates with your audience.

Imagine sending two versions of your LinkedIn message to potential leads – Version A and Version B – and then measuring which one grabs more attention. 

In simpler terms, A/B testing or split testing, is like having a pair of magic glasses that allow you to see into the future of your LinkedIn outreach. You create two slightly different versions of your content, subject line, or even the time of launch.

The goal? To decipher which version sparks more interest and helps you generate leads on LinkedIn.

Outreach Automation on LinkedIn with Dripify

How Does A/B Testing Work?

Let’s break it down: A/B testing lets you test different variations of your campaign at the same time to determine which one is best for prospecting on LinkedIn. Instead of relying on guesswork, you send out two slightly tweaked campaigns to your audience. 

For instance, you might alter the headline, tone, or call-to-action. The beauty? You’re not flying blind; you get actual data to see what works like a charm.

Doing A/B testing is like working as a scientist in your marketing laboratory, concocting different potions for your outreach messages. You’ve got a bunch of ingredients – ideas, headlines, and variations – and you’re ready to whip up something amazing.

Now, here’s the trick: you divide your audience into two equal groups. It’s like having two mini audiences, each with their own popcorn at a movie premiere. 

The key is to sprinkle a little bit of magic (or, in this case, a slight change) into one of the groups. It could be a different headline, a snazzy call-to-action (CTA), a unique opening line, or even slightly different content.

How Does A/B Testing Work?

At this point, you might be thinking, “Where do I start with all this? There are so many options!” Hold on tight because here’s the secret sauce: simplicity is key.

  • Try different versions of the headline.
  • Change the CTA.
  • Play around with the opening line or preview.
  • Consider adding social media or portfolio links in one of the messages.
  • Tossing in a case study: It’s like showing off your superhero cape.
  • Try pictures: They are worth a thousand words, after all.
  • Short vs. long versions of the same message: It’s like choosing between a quick chat or a long conversation.

Once you’ve different versions of your campaign ready, it’s time to send out your variations. Group A gets the original, and Group B gets the tweaked version. Now, watch as the magic unfolds. Keep your eyes peeled for who opens, who replies, who clicks, and who converts.

As you gather more insights, it’s like adding pieces to a puzzle. You’ll see patterns emerge and understand what tickles your audience’s fancy. Armed with this knowledge, you can create even more powerful campaigns, turning your outreach into a symphony of success.

Split Testing on LinkedIn

When doing split testing on LinkedIn, two prime strategies yield exceptional outcomes.You have the option to take either of these approaches:

1. Sponsored Posts: Elevated posts or sponsored posts resemble the familiar LinkedIn updates on your company’s page, but you pay to expand their reach.

2. Tailored Sponsored Content: This involves investing in a paid advertisement called LinkedIn ads that seamlessly integrates into users’ feeds, rather than appearing as standard company page posts.

Alternatively, you can leverage direct messages or InMails to engage potential clients on LinkedIn. While direct messages deliver effective results, this approach has lately become quite commonplace on the platform, so you need to tread carefully with it. Try not to be too pushy or salesy when sending direct messages on LinkedIn.

Plus, if you can polish and perfect your outreach message using split testing, you’ll create an exceptional campaign that yields results and supercharges your B2B lead generation efforts. And if you feel overwhelmed manually writing and sending out LinkedIn messages, consider using a LinkedIn automation service.

Split Testing on LinkedIn

Thankfully, the best LinkedIn automation services offer deep personalization features to adapt your messages to your audiences. They also allow you to automate actions like mass messaging on LinkedIn, following up with leads, visiting profiles, endorsing skills, and much more. 

Undecided about which tool to choose? Check out our article on the best LinkedIn lead generation tools out there!

Importance of Split Testing

You know that feeling when you’re trying to decide between two outfits? A/B testing eliminates the guesswork from your outreach campaigns. It provides concrete data to guide your decisions, ensuring you invest time and resources in strategies that truly resonate. Without A/B testing, you’re shooting in the dark, hoping something sticks.

What’s more, the concept of “good enough” doesn’t hold in the world of split testing. Instead, it encourages a culture of continuous improvement, where even small changes are tested, analyzed, and optimized for better results. This iterative process enables businesses to consistently enhance their strategies, leading to gradual yet impactful refinements over time.

It is also essential to remember that no two leads or prospects are alike. Luckily, split testing acknowledges this reality. Experimenting with different elements and analyzing user responses helps you tailor your campaigns to specific segments of your audience. This level of customization enhances user experiences, fosters engagement, and ultimately builds stronger relationships between brands and their customers.

As you may already know, marketing budgets are precious resources, and maximizing return on investment (ROI) is a top priority. Split testing ensures that your marketing efforts are optimized for the best possible outcomes, leading to higher conversion rates, increased sales, and ultimately a better ROI on your marketing spend.

The Ultimate LinkedIn Sales Guide

What Are the Benefits of Split Testing on LinkedIn?

Say goodbye to gut feelings. A/B testing provides hard data to drive your decisions, ensuring your efforts are backed by evidence. It provides a targeted understanding of audience preferences, enabling tailored and effective communication. 

A/B testing on LinkedIn also serves as a risk mitigation strategy, allowing you to refine your campaigns on a smaller scale before broader implementation. 

Ultimately, split testing equips marketers with the tools to validate hypotheses, and allocate resources efficiently. Why waste resources on an approach that’s not working? A/B testing helps you allocate your budget more effectively.

Execute A/B Test Outreach Campaigns

Execute A/B Test Outreach Campaigns

The process of split testing campaigns on LinkedIn is refreshingly straightforward. Let’s dive into an example of how to conduct an A/B test for a sponsored campaign when advertising on the LinkedIn platform. 

Follow these user-friendly steps to master the art of split testing:

  1. Set Up Your Campaign: Start by creating a campaign to be promoted on LinkedIn. This includes establishing your budget, determining your bidding strategy, and crafting compelling content that resonates with your target audience.
  1. Create Two Identical Versions of Campaigns: Create two distinct yet identical versions of your marketing campaign. These versions will serve as your A (control) and B (variation) groups for the split test.
  1. Tweak a Single Variable: Within one of the campaigns, introduce a modification to a single variable you wish to test. This could be anything from adjusting the headline, choosing a different image, or refining your call-to-action (CTA).
  1. Launch: Launch both campaigns simultaneously and diligently track the performance metrics. 

Optimize Targeting Through Split Testing

Once the data is in, it’s time to analyze. Check out which version delivered superior results in terms of targeting. Based on your findings, you can fine-tune your approach or strategy.

For instance, you can do another split testing: For Version A, you could highlight your expertise, while in Version B, focus on a problem your audience faces. 

Or you may want to play with timing: Send Version A in the morning and Version B in the afternoon. Analyze which timing leads to higher engagement.

And if you’re using images, try different visuals in each version. Sometimes a simple change in imagery can make a significant impact.

Measuring and Optimizing Your Campaign

A/B Test Outreach Campaigns on LinkedIn: Measuring and Optimizing Your Campaign

It is crucial to check key metrics in terms of engagement and conversions as well. These will tell you which version is striking a chord. And based on the findings, you can make data-driven decisions about the campaign you want to pick. 

The best part? You can easily track your campaign performance with the LinkedIn Conversion Tracking tool.

If necessary, iterate and carry out another split test with the insights gained from your initial experiment. This iterative process enables you to progressively refine your campaign for optimal outcomes.

Outreach Automation on LinkedIn with Dripify


A/B testing is your secret sauce for success in the world of LinkedIn outreach. It’s not just about sending connection requests or messages; it’s about optimizing and personalizing your approach based on real data. 

Knowing the nuances of split testing, crafting variations, and analyzing results helps you improve your campaigns and generate more leads. So, embrace LinkedIn A/B testing today and watch your LinkedIn outreach campaigns soar to new heights.

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