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This document summarizes a presentation about A/B testing web pages. It discusses why companies should test pages rather than relying on assumptions, and which pages and elements are most worthwhile to test, such as lead generation forms, buttons, headlines and images. It provides examples of tests that increased conversions by 30-125%. It also offers guidelines for testing, such as running tests for 1-2 weeks with at least 500 visitors, and convincing executives by focusing on return on investment. The presentation was given by Anne Holland and Mike Volpe to marketers.

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Sponsored By: What’s Worth A/B Testing? Presented live September 30, 2010 Featuring Anne Holland Publisher, WhichTestWon.com Plus Guest Star: Mike Volpe VP of Marketing, HubSpot ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
Who is HubSpot? 160+ Employees in Cambridge, MA (MIT) $33m in VC (3 rounds) Marketing Software at $3K-15K/year
Complicated & Easy & Confusing Integrated Lead Blogging Nurturing SEO Social Lead Analytics Media Intelligence Sales Landing Email Pages Tools Marketing
3,200 Customers Q1 2007 Q2 2010
Sponsored By: What’s Worth A/B Testing? Presented live September 30, 2010 Featuring Anne Holland Publisher, WhichTestWon.com Plus Guest Star: Mike Volpe VP of Marketing, HubSpot Admin Note: Attendees will receive a Special Report PDF and an on-demand mp3 via email. ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Part I. Why Bother Testing? ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Why Bother Testing? Most sites are designed by: Owner’s “gut” Pre-formatted templates Copying competitors “Best practices” Not by testing. ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Better Results From the Same Traffic Tested Old Site Site Typical results for previously untested pages: B2B lead generation forms +30-40% eCommerce page tests +20-25% ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Testing = Competitive Advantage How Many Marketers Use Tests to Optimize Response Rates? 100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Marketers who run A/B tests on Marketers who run A/B or email campaigns Multivariate tests on web pages n=505; survey conducted August 2010 ©2010 Online Marketing Connect Aprimo & WhichTestWon com
WhichTestWon.com How A/B Testing Works Version A Version B ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Example: A/B Homepage Test ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Results • 125% lift in clicks to the download offer page ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Part II. Which Web Pages Are Most Worth Testing? ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com First, Test Where the Money Is… #1. Lead gen form pages #2. Other offer pages #3. Landing pages for expensive traffic $0 x 30% = $0 $100 x 30% = $130 ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Form Pages ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Results • 41.8% lift in lead gen form submissions ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Offer Pages ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Results • 62.6% lift in paid subscriptions ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Part III. Which Page Elements Are Most Worth Testing? ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Glance From 4+ Feet Away… 15” monitor 1024 x 768 resolution Hint: 980 pixels across, 520 down • Buttons & response links • Headline wording • Layout Clarity • Forms • Large images Your Page ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Test Buttons & Response Links ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Results • 32.5% registration gain ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Test Offer Headlines ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Results • 113% lift in free trial sign-ups ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Copy (Taxonomy) Test ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Results • 42% lift in lead gen form completions on the next page (for the word “Enterprise”) ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Test Offers on Page Templates ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Results • 72.72% lift in lead gen form submissions ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Test Key Images ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Results • 37.2% lift in lead gen form completions ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Part IV. Quick Guidelines: Testing in Practice ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com How Much Does Testing Cost? ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com How Long Should a Test Run For? Before-and-After ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Which Traffic Should You Use? ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com How Conclusive Should Results Be? ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Part V. Convincing the CEO to Let You Test ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com When the HIPPO Rules… ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com If You Measure $$ Per Conversion ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com If You Measure Cost Per Conversion ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Lastly, Top 2 Safeguards: 1. Politically Correct Tests 2. Yank a Dud Test Quickly ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com How HubSpot Supports Testing 1. Easy to Build Landing Pages & Forms 2. Easy to Use Reports 3. Closed Loop Conversion Rate Data Mike Volpe VP of Marketing, HubSpot ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Easy to Build Landing Pages Easy to edit No HTML required ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Easy to Build Forms Easy to edit Drag and drop No HTML required Add custom fields ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Easy to Use Reports One Click Away from: • Visits by Source • Leads by Source • Customers by Source ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Easy to Use Reports Easily measure landing page conversion rates ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Closed Loop Conversion Rate Data Visit to Lead % and Lead to Customer % ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com Closed Loop Conversion Rate Data All Conversion Rates Broken Down Automatically by Source ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
Complicated & Easy & Confusing Integrated Lead Blogging Nurturing SEO Social Lead Analytics Media Intelligence Landing Sales Email 30 Day Free Trial Pages Tools Marketing
WhichTestWon.com Thank you! Anne Holland, Publisher WhichTestWon.com Email: AnneH@WhichTestWon.com Twitter: @WhichTestWon Mike Volpe, VP Marketing HubSpot Email: mvolpe@hubspot.com Twitter: @mvolpe http://www.HubSpot.com ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.

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What is

  • 1.
    Sponsored By: What’s Worth A/B Testing? Presented live September 30, 2010 Featuring Anne Holland Publisher, WhichTestWon.com Plus Guest Star: Mike Volpe VP of Marketing, HubSpot ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 2.
    Who is HubSpot? 160+Employees in Cambridge, MA (MIT) $33m in VC (3 rounds) Marketing Software at $3K-15K/year
  • 3.
    Complicated & Easy & Confusing Integrated Lead Blogging Nurturing SEO Social Lead Analytics Media Intelligence Sales Landing Email Pages Tools Marketing
  • 4.
    3,200 Customers Q1 2007 Q2 2010
  • 5.
    Sponsored By: What’s Worth A/B Testing? Presented live September 30, 2010 Featuring Anne Holland Publisher, WhichTestWon.com Plus Guest Star: Mike Volpe VP of Marketing, HubSpot Admin Note: Attendees will receive a Special Report PDF and an on-demand mp3 via email. ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 6.
    WhichTestWon.com Part I. Why Bother Testing? ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 7.
    WhichTestWon.com Why Bother Testing? Most sites are designed by: Owner’s “gut” Pre-formatted templates Copying competitors “Best practices” Not by testing. ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 8.
    WhichTestWon.com Better Results Fromthe Same Traffic Tested Old Site Site Typical results for previously untested pages: B2B lead generation forms +30-40% eCommerce page tests +20-25% ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 9.
    WhichTestWon.com Testing = CompetitiveAdvantage How Many Marketers Use Tests to Optimize Response Rates? 100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Marketers who run A/B tests on Marketers who run A/B or email campaigns Multivariate tests on web pages n=505; survey conducted August 2010 ©2010 Online Marketing Connect Aprimo & WhichTestWon com
  • 10.
    WhichTestWon.com How A/B TestingWorks Version A Version B ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 11.
    WhichTestWon.com Example: A/B HomepageTest ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 12.
    WhichTestWon.com Results • 125% lift in clicks to the download offer page ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 13.
    WhichTestWon.com Part II. Which Web Pages Are Most Worth Testing? ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 14.
    WhichTestWon.com First, Test Wherethe Money Is… #1. Lead gen form pages #2. Other offer pages #3. Landing pages for expensive traffic $0 x 30% = $0 $100 x 30% = $130 ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 15.
    WhichTestWon.com Form Pages ©2010, WhichTestWon.coma division of Anne Holland Ventures Inc. All rights reserved.
  • 16.
    WhichTestWon.com Results • 41.8% lift in lead gen form submissions ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 17.
    WhichTestWon.com Offer Pages ©2010, WhichTestWon.coma division of Anne Holland Ventures Inc. All rights reserved.
  • 18.
    WhichTestWon.com Results • 62.6% lift in paid subscriptions ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 19.
    WhichTestWon.com Part III. Which Page Elements Are Most Worth Testing? ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 20.
    WhichTestWon.com Glance From 4+Feet Away… 15” monitor 1024 x 768 resolution Hint: 980 pixels across, 520 down • Buttons & response links • Headline wording • Layout Clarity • Forms • Large images Your Page ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 21.
    WhichTestWon.com Test Buttons &Response Links ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 22.
    WhichTestWon.com Results • 32.5% registration gain ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 23.
    WhichTestWon.com Test Offer Headlines ©2010,WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 24.
    WhichTestWon.com Results • 113% lift in free trial sign-ups ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 25.
    WhichTestWon.com Copy (Taxonomy) Test ©2010,WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 26.
    WhichTestWon.com Results • 42% lift in lead gen form completions on the next page (for the word “Enterprise”) ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 27.
    WhichTestWon.com Test Offers onPage Templates ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 28.
    WhichTestWon.com Results • 72.72% lift in lead gen form submissions ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 29.
    WhichTestWon.com Test Key Images ©2010,WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 30.
    WhichTestWon.com Results • 37.2% lift in lead gen form completions ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 31.
    WhichTestWon.com Part IV. Quick Guidelines: Testing in Practice ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 32.
    WhichTestWon.com How Much DoesTesting Cost? ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 33.
    WhichTestWon.com How Long Shoulda Test Run For? Before-and-After ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 34.
    WhichTestWon.com Which Traffic ShouldYou Use? ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 35.
    WhichTestWon.com How Conclusive ShouldResults Be? ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 36.
    WhichTestWon.com Part V. Convincing the CEO to Let You Test ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 37.
    WhichTestWon.com When the HIPPORules… ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 38.
    WhichTestWon.com If You Measure$$ Per Conversion ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 39.
    WhichTestWon.com If You MeasureCost Per Conversion ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 40.
    WhichTestWon.com Lastly, Top 2Safeguards: 1. Politically Correct Tests 2. Yank a Dud Test Quickly ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 41.
    WhichTestWon.com How HubSpot SupportsTesting 1. Easy to Build Landing Pages & Forms 2. Easy to Use Reports 3. Closed Loop Conversion Rate Data Mike Volpe VP of Marketing, HubSpot ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 42.
    WhichTestWon.com Easy to BuildLanding Pages Easy to edit No HTML required ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 43.
    WhichTestWon.com Easy to BuildForms Easy to edit Drag and drop No HTML required Add custom fields ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 44.
    WhichTestWon.com Easy to UseReports One Click Away from: • Visits by Source • Leads by Source • Customers by Source ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 45.
    WhichTestWon.com Easy to UseReports Easily measure landing page conversion rates ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 46.
    WhichTestWon.com Closed Loop ConversionRate Data Visit to Lead % and Lead to Customer % ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 47.
    WhichTestWon.com Closed Loop ConversionRate Data All Conversion Rates Broken Down Automatically by Source ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 48.
    Complicated & Easy & Confusing Integrated Lead Blogging Nurturing SEO Social Lead Analytics Media Intelligence Landing Sales Email 30 Day Free Trial Pages Tools Marketing
  • 49.
    WhichTestWon.com Thankyou! Anne Holland, Publisher WhichTestWon.com Email: AnneH@WhichTestWon.com Twitter: @WhichTestWon Mike Volpe, VP Marketing HubSpot Email: mvolpe@hubspot.com Twitter: @mvolpe http://www.HubSpot.com ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.