Communication is the center of recruitment businesses! Whether you are trying to engage with prospective clients, select candidates, or build campaigns for a communication cycle - it all comes down to communication. Regardless, some messages will work better than others.
If you've ever wanted to hone your messaging and increase the impact of your communication, you may want to consider A/B Testing.
This article explains A/B Testing and how it works in Loxo. Continue reading below to learn more!
What is A/B Testing?
A/B testing is a research methodology that compares two or more variants against a single hypothesis. In Loxo's terms, it is a way to see which emails have the highest success rates within the same Outreach Campaign.
A/B Testing in Loxo
Loxo is built to streamline every part of your recruiting workflow and make the most of your efforts along the way, including your outreach messaging. Read below to learn how to utilize A/B Testing within your Loxo Outreach Campaigns.
Open the Outreach Campaign that you want to run A/B testing for.
Select the blue plus icon at the bottom of an email stage to "Add AB Test." This allows you to add a variant email for that stage, which means you can test different message content and structure across the list of prospects to see if certain messages yield better response rates.
Type the alternate message content in the new email editor that opens.
Click "Add" to save your A/B Test variant to the Campaign.
The content and purpose across the two variants should be similar, as they'll be a part of the same overall Campaign. How you decide to deliver the message can vary greatly across your variants.
The email variants are randomized across prospects to get you the best sample of data.
For example, if you have three email variants in your first stage, you can expect 33% of your recipients to receive Variant A, 33% to receive Variant B, and 33% to receive Variant C.
Then, on the second stage, if you only have 2 variants, each variant would be sent to 50% of your remaining campaign prospects.
Each variant is randomized and not connected across stages. This means that candidates who received Variant A in Stage 1 may receive any randomized variant in Stage 2. They won't necessarily follow the same sequence across all stages.
You can create as many variants for each email stage as you want. Remember, each Campaign prospect will still only receive one email/variant per stage.
At this time, A/B variants are only available on Email Stages.
When creating an A/B variant, you will see a notice that "Email personalization will no longer be available for this stage when using variants." This does not mean that the typical tags, such as {{first_name}}, etc. will not work. This message only applies when utilizing custom messaging through a profile or with the extension. To learn more about customizing Outreach on an individual basis, read here.
Benefits of A/B Testing
Have you ever wondered which emails get the most traction? What subject line will yield the best open rates? What content will give you the highest return rate?
A/B testing is your chance to perfect your job or business development, and marketing over time to make the most of your outreach. In the current ecosystem, where spam thresholds and email deliverability are hot topics, A/B testing may be a key part of your strategy to make sure the right people receive your messages when you need them to.
Set up a couple of A/B variants on your next email Campaign and see where you get the highest return rate!