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  • 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 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. 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. 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. WhichTestWon.com Example: A/B Homepage Test ©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 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. WhichTestWon.com Form Pages ©2010, WhichTestWon.com a 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.com a 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 on Page 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 Does Testing Cost? ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 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. WhichTestWon.com Which Traffic Should You Use? ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 35. WhichTestWon.com How Conclusive Should Results 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 HIPPO Rules… ©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 Measure Cost Per Conversion ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
  • 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. 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. 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. 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. 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. 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. 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. 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. 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 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.