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A/B Testing & Messaging Validation Strategy


goal

Objective

Validate which core messaging theme (Tactical Support vs Strategic Consultation) drives higher engagement, interest, and ultimately, conversion from our ideal buyer. Use real-market signals to inform service positioning, page copy, and outbound sales messaging.
Timeframe: ~8 weeks total (Reddit → LinkedIn → Website build)

Phase 1: Reddit A/B Test (Top-of-Funnel, Fast Signal Test)

info
Goal: Rapidly test two core positioning hypotheses with HR-interested audiences in organic contexts.
👉
See ad variables here
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Setup

Platform: Reddit Display Ads (Conversation Starter + Link Click objectives)
Variants:
A. Tactical — “On-demand, hands-on HR help that works like an extension of your team.”
B. Strategic — “Expert HR consultation to guide global hiring and complex issues.”
Creative: 5 headline/body combos per variant, with same CTA and visual design + unique UTM tracking for each ad variant
Audience Targeting:
Subreddits: r/PeopleOps, r/HR, r/startups, r/RemoteWork, r/Entrepreneur and similar
Keywords: “HR software”, “international hiring”, “employee onboarding”, “termination process”, “expanding globally” and similar
Location: Global English-speaking markets (US, UK, IE, CA, AU, NL)

Duration

4 weeks, with weekly monitoring (adjust budget to maintain equal exposure for each variant)

Success Metrics

Primary: CTR, Engagement Rate (upvotes, comments)
Secondary: Waitlist/demonstration interest, traffic quality (bounce, time on site)

Phase 2: LinkedIn Conversation Ads (Mid-Funnel, Buyer Persona Validation)

info
Goal: Validate Reddit findings with ICP-aligned audiences in a more targeted B2B environment.

Setup

Platform: LinkedIn Conversation Ads
Winning message: Use highest-performing message from Reddit
Targeting:
Job Titles: Head of People, People Ops Manager, HR Business Partner, VP of People, Head of HR
Seniority: Manager, Director, VP
Company Size: 50–1500 employees
Industries: Tech, SaaS, Fintech, and similar
Geos: UK, Ireland, Germany, Netherlands, US, Canada, Australia

CTA

“See how it works” or “Chat with an expert” → landing page with lead capture form

Duration

2 weeks, with daily budget pacing and mid-week adjustments for performance

Success Metrics

Open rate
CTR to landing page
Form submissions (demo/waitlist)
Feedback from responses (if open text)

Phase 3: Website & Service Page Development (Conversion-Focused Build)

info
Goal: Build a compelling HR Support service page that reflects validated positioning and drives conversion.

Inputs:

Winning message direction from Reddit and LinkedIn
Language and pain points that resonated most
Add testimonials, use cases, and visuals that map to the dominant motivation (tactical or strategic)

Page Sections to Build:

Hero: Clear articulation of the core value (tactical vs strategic)
Benefits: Tailored to the use cases that resonated
Social Proof: Onboarding, policy advice, local compliance, etc.
Pricing Bundles: As currently offered
CTA: Book a Free Consultation or Get HR Support (depending on winning message)
Feedback Loop
Phase
Output
Feeds Into
Reddit Test
Winner of positioning A/B
Direction for LinkedIn Ads
LinkedIn Ads
Confirmed message-market fit
Final website/service page messaging
Website Build
High-converting copy + structure
Scales into launch campaigns and sales enablement
There are no rows in this table
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Timeline Summary
Week
Milestone
1
Reddit creatives live
2
Monitor / optimise Reddit
3
Continue Reddit / prepare LinkedIn campaign
4
Final Reddit review / LinkedIn goes live
5
LinkedIn testing
6
Monitor / optimise LinkedIn campaign
7
Review LinkedIn results
7
Website copy draft begins
8
Service page live / final positioning locked
There are no rows in this table
⁠
Objective
Phase 1: Reddit A/B Test (Top-of-Funnel, Fast Signal Test)
Setup
Duration
Success Metrics
Phase 2: LinkedIn Conversation Ads (Mid-Funnel, Buyer Persona Validation)
Setup
CTA
Duration
Success Metrics
Phase 3: Website & Service Page Development (Conversion-Focused Build)
Inputs:
Page Sections to Build:
Feedback Loop
Timeline Summary
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