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Soft vu a:b test report

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Results for 8 a/b tests of email and landing pages.

Results for 8 a/b tests of email and landing pages.

Published in: Design

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  • Planned to be 10 tests, but our internal split test proved that people tend to nod off after 8. So, we went with 8!
  • Transcript

    • 1. A/B Testing8 Tests from SoftVu and the Industry
    • 2. Why Test Campaigns?Compare the effectiveness of 2 ormore campaigns in order todiscover which has better responseor conversion rate
    • 3. Visitors randomly distributed SoftVu’s Equal Distribution A/B Testing Process 1. Gather Insights 2. Predict how to improve 3. Confirm theory (A/B Test) 4. Develop new theory A B 5. Test Again 28% 43%Version B is better than version A
    • 4. SoftVu’s Email Campaign “DNA”▪ Sender ▪ Signature Line▪ Subject line ▪ Call to Action▪ Template ▪ Distribution Rules▪ Body Text
    • 5. SoftVu’s Landing Page “DNA”▪ Color & Images ▪ Number of Links▪ Video ▪ Keywords▪ Responsive Design ▪ Personalization▪ Spokesperson vs. ▪ Masculine vs. Feminine Executive
    • 6. Test ResultsSoftVu Email Campaigns
    • 7. Call to ActionCampaign: New Lead, Day 0 Test Goal: Increase click-through rate Purpose: Company Introduction Results: 23% Increase Sends: 13,000 – round-robin Winner: Contender LOGO LOGO Hi [fname], Hi [fname], View Link I just received your loan inquiry and noticed that you View Info I just received your loan inquiry and noticed that you may be eligible for a VA loan. [Company] is a veteran may be eligible for a VA loan. [Company] is a veteran owned company, so we take pride in providing top- owned company, so we take pride in providing top- notch service to those who served our country. notch service to those who served our country. Click the VIEW LINK button to learn the answers to Click the VIEW LINK button to learn the answers to some of the most common questions we get from our some of the most common questions we get from our veteran customers. veteran customers. Champion Contender
    • 8. Short versus Long CopyCampaign: Aged - Day 45 Test Goal: Increase click-through rate Purpose: Update Status Results: 88% Increase Sends: 5,000 – round-robin Winner: Version A Hi [fname], Hi [fname], If you’re ready to discuss your financial goals, compare offers, or get All else being just about equal, what do you expect from a mortgage started with your home loan, please click the UPDATE STATUS button. lender? It only takes a minute and will help me to better serve your needs. It’s the things you don’t expect that sets us apart: Best Regards 1) Our loan officers actually answer the phones live and in-person 95% of the time (yes, we track it). 2) On average, we close a week or two faster than our competition 3) Our loan officers have more experience and provide more personalized service with fewer hassles than our competition. 4) We lend our own money and make our own lending decisions— so we can help where other can’t. Let me know if you’re ready to discuss your financial goals, compare offers, or get started with your home loan by clicking the UPDATE
    • 9. Subject LineCampaign: Veterans Day Promo Test Goal: Increase Open Rate Purpose: Thank Veterans Results: 16% Increase Sends: 4,000 – round-robin Winner: Version B Version A: [Client] Thanks You For Your Service LOGO Version B: Honoring All Who Serve The click through rate of Version B was also 83% greater, and the click-to-open rate 56% higher than Version A
    • 10. Multivariate testCampaign: Working Day 14 Test Goal: Increase click-through rate Purpose: Educational, loan points Results: 500% Increase Sends: 35,000 – round-robin Winner: Version A A B Tim to lock-in is Now [Client Name}: A Few Points Sent: Wednesday, October 24, 2012 5:53PM Sent: Wednesday, October 24, 2012 5:55PM To: Jeff D To: Jeff D LOGO LOGO VIEW RATES Jeff, LEARN MORE Jeff, With today’s rate fluctuations, we are urging Do you know how loan points may impact your our customers to lock NOW, while rates are at monthly payment? Or, if it makes sense to pay the lowest! points on your upcoming refinance? Click VIEW RATES to see current rates. Click on the LEARN MORE button to read more about origination points, the benefits, and much Call me today to lock in! more. Thanks,
    • 11. Test ResultsGreat Examples from the Industry
    • 12. Content Impact on Conversion Rate 108% Improvement
    • 13. Increase Sign Ups 125%
    • 14. Showing Price 100% increase in leads
    • 15. The Power of One WordControl 161%Increase in click-through rate Variation