A/B Testing

A/B Testing (also called split testing) is the practice of creating two or more variants of a message, subject line, or outreach sequence and sending each to a portion of your audience to determine which performs better. The variant that produces the higher response rate, connection acceptance rate, or other target metric is declared the winner and used for the remainder of the campaign.

On LinkedIn, A/B testing commonly applies to connection request notes (testing different opening lines), follow-up messages (testing different value propositions), and campaign sequences (testing different step counts and timing). Meaningful A/B tests require sufficient sample size -- typically at least 100-200 sends per variant -- to produce statistically reliable results.