When striving to improve the Socedo experience and results for our customers, our product team must combine their technical knowledge with the mindset of a psychologist and a healthy dose of predictive analytics.
From follow-back rate to conversion rate, our goal is to make interactions with customers as personalized and efficient as possible. One aspect of customer interaction we recently improved was the overall follower rate on accounts. Our outreach strategy has always included two light touches: Favoriting a relevant tweet to targeted conversational keywords, and following the lead. The favorite allows businesses to get on a lead’s radar. Following an hour afterwards helps the business handle look less robotic, increasing engagement.
Sounds great, right? It worked well. However, our product team managed a simple test a few months back. They wondered how much follower rates would decrease if they removed the favoriting action an hour previous. The results were surprisingly nil: removing the favorite an hour before following showed zero difference in the follow-back rate.
Instead of simply doing away with the favoriting aspect of our outreach process, our team created another experiment, testing the power of favoriting after leads are followed. In this test, tweets containing targeted keywords were favorited 24 hours after the lead was followed. Because we wanted to test if the follow-back rate increased after favoriting a tweet, we only favorited users if they had not followed the handles back yet.
The results of this test were impressive. After 24 hours, the handles who did not favorite a tweet 24 hours after following a lead received a 12.68% follow-back rate overall, and 1.62% follow-back rate 24 hours after following. The handles that did favorite a tweet 24 hours after following a lead received a 14.56% follow-back rate overall, and a 2.27% follow-back rate 24 hours after following. This means that the follow-back rate after 24 hours went up 40% and the overall follow-back rate went up 15%.
Check out the bump in follower rate after 24 hours, below:
Whereas previously, the follower rate steadily declined within the first few hours of following, users now see a bump after 24 hours with the favoriting action. One light touch through following helps build a connection to leads, and a second light touch through favoriting 24 hours later helps warm up cold leads that otherwise would not have followed the user.
After this test across all internal accounts, Socedo changed all client accounts to favorite discovered leads 24 hours after following them, and the results have been positive.
Socedo hasn’t stopped testing the power of favoriting tweets, however. Our team is now testing the results of favoriting tweets at different increments after following them, starting with 12 hours afterwards. Because the follow-back rate is higher 12 hours afterwards, the hypothesis is that the number of follow-backs will increase at a greater number than 24 hours afterwards. Our results are not yet statistically significant, but rest assured that as we find a more personal and efficient way to interact with customers, we’ll pass the knowledge on to our customers.