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Sponsored By:




         What’s Worth A/B Testing?
                                       Presented live September 30, 2...
Who is HubSpot?
160+ Employees in Cambridge, MA (MIT)
         $33m in VC (3 rounds)
   Marketing Software at $3K-15K/year
Complicated &                           Easy &
    Confusing                           Integrated
                        ...
3,200
          Customers


Q1 2007               Q2 2010
Sponsored By:




         What’s Worth A/B Testing?
                                       Presented live September 30, 2...
WhichTestWon.com




   Part I. Why Bother Testing?



©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. Al...
WhichTestWon.com
Why Bother Testing?
           Most sites are designed by:
            Owner’s “gut”
            Pre-form...
WhichTestWon.com
Better Results From the Same Traffic


                                                               Tes...
WhichTestWon.com
Testing = Competitive Advantage
              How Many Marketers Use Tests to Optimize Response
         ...
WhichTestWon.com
How A/B Testing Works




                            Version A                                          ...
WhichTestWon.com
Example: A/B Homepage Test




©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All right...
WhichTestWon.com
Results


                                                                                        • 125% ...
WhichTestWon.com



   Part II. Which Web Pages Are
   Most Worth Testing?


©2010, WhichTestWon.com a division of Anne Ho...
WhichTestWon.com
First, Test Where the Money Is…

      #1. Lead gen form pages
      #2. Other offer pages
      #3. Land...
WhichTestWon.com
Form Pages




©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com
Results

                                                                              • 41.8% lift in le...
WhichTestWon.com
Offer Pages




©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
WhichTestWon.com
Results

                                                                                        • 62.6% ...
WhichTestWon.com



   Part III. Which Page Elements
   Are Most Worth Testing?


©2010, WhichTestWon.com a division of An...
WhichTestWon.com
Glance From 4+ Feet Away…
   15” monitor
   1024 x 768 resolution
   Hint: 980 pixels across, 520 down
  ...
WhichTestWon.com
Test Buttons & Response Links




©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All ri...
WhichTestWon.com
Results


                                                                       • 32.5% registration
   ...
WhichTestWon.com
Test Offer Headlines




©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights rese...
WhichTestWon.com
Results


                                                                                   • 113% lift ...
WhichTestWon.com
Copy (Taxonomy) Test




©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights rese...
WhichTestWon.com
Results

                                                                                  • 42% lift in ...
WhichTestWon.com
Test Offers on Page Templates




©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All ri...
WhichTestWon.com
Results

                                                                               • 72.72% lift in ...
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 ...
WhichTestWon.com



   Part IV. Quick Guidelines:
   Testing in Practice


©2010, WhichTestWon.com a division of Anne Holl...
WhichTestWon.com
How Much Does Testing Cost?




©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All righ...
WhichTestWon.com
How Long Should a Test Run For?
     Before-and-After




©2010, WhichTestWon.com a division of Anne Holl...
WhichTestWon.com
Which Traffic Should You Use?




©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All ri...
WhichTestWon.com
How Conclusive Should Results Be?




©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. Al...
WhichTestWon.com



   Part V. Convincing the CEO to
   Let You Test


©2010, WhichTestWon.com a division of Anne Holland ...
WhichTestWon.com
When the HIPPO Rules…




©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights res...
WhichTestWon.com
If You Measure $$ Per Conversion




©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All...
WhichTestWon.com
If You Measure Cost Per Conversion




©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. A...
WhichTestWon.com
Lastly, Top 2 Safeguards:

                  1. Politically Correct Tests
                  2. Yank a Dud...
WhichTestWon.com
How HubSpot Supports Testing

                  1. Easy to Build Landing Pages & Forms
                  ...
WhichTestWon.com
Easy to Build Landing Pages

                                                                            ...
WhichTestWon.com
Easy to Build Forms

                                                                                    ...
WhichTestWon.com
Easy to Use Reports

                                                                                   O...
WhichTestWon.com
Easy to Use Reports




   Easily measure landing page conversion rates


©2010, WhichTestWon.com a divis...
WhichTestWon.com
Closed Loop Conversion Rate Data

                                                                       ...
WhichTestWon.com
Closed Loop Conversion Rate Data
                                                                        ...
Complicated &                           Easy &
    Confusing                           Integrated
                        ...
WhichTestWon.com
  Thank you!

  Anne Holland, Publisher
  WhichTestWon.com
  Email: AnneH@WhichTestWon.com
  Twitter: @Wh...
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  1. 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. 2. Who is HubSpot? 160+ Employees in Cambridge, MA (MIT) $33m in VC (3 rounds) Marketing Software at $3K-15K/year
  3. 3. Complicated & Easy & Confusing Integrated Lead Blogging Nurturing SEO Social Lead Analytics Media Intelligence Sales Landing Email Pages Tools Marketing
  4. 4. 3,200 Customers Q1 2007 Q2 2010
  5. 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. 6. WhichTestWon.com Part I. Why Bother Testing? ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  7. 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. 8. 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.
  9. 9. 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
  10. 10. WhichTestWon.com How A/B Testing Works Version A Version B ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  11. 11. WhichTestWon.com Example: A/B Homepage Test ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  12. 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. 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. 14. 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.
  15. 15. WhichTestWon.com Form Pages ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  16. 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. 17. WhichTestWon.com Offer Pages ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  18. 18. WhichTestWon.com Results • 62.6% lift in paid subscriptions ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  19. 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. 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. 21. WhichTestWon.com Test Buttons & Response Links ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  22. 22. WhichTestWon.com Results • 32.5% registration gain ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  23. 23. WhichTestWon.com Test Offer Headlines ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  24. 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. 25. WhichTestWon.com Copy (Taxonomy) Test ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  26. 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. 27. WhichTestWon.com Test Offers on Page Templates ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  28. 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. 29. WhichTestWon.com Test Key Images ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  30. 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. 31. WhichTestWon.com Part IV. Quick Guidelines: Testing in Practice ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  32. 32. WhichTestWon.com How Much Does Testing Cost? ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  33. 33. 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.
  34. 34. WhichTestWon.com Which Traffic Should You Use? ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  35. 35. WhichTestWon.com How Conclusive Should Results Be? ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  36. 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. 37. WhichTestWon.com When the HIPPO Rules… ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  38. 38. WhichTestWon.com If You Measure $$ Per Conversion ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  39. 39. WhichTestWon.com If You Measure Cost Per Conversion ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  40. 40. 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.
  41. 41. 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.
  42. 42. 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.
  43. 43. 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.
  44. 44. 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.
  45. 45. 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.
  46. 46. 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.
  47. 47. 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.
  48. 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. 49. 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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