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A/B Testing Essentials Unwebinar with Michael Aagaard

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Join conversion rate optimization expert Michael Aagaard for an Unwebinar that will equip you with everything you need to know to start A/B testing. You'll get lots of easy to understand optimization …

Join conversion rate optimization expert Michael Aagaard for an Unwebinar that will equip you with everything you need to know to start A/B testing. You'll get lots of easy to understand optimization principles and concrete tips that'll help you get much more out of your marketing efforts.


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  • 1. Thank you for joining us!We’ll be starting in just a few minutes.Ryan EngleyRyan is Unbounce’s Director ofCustomer Success who along withhis team, helps Unbouncecustomers boost their conversionrates. He is our resident webinarhost and consummate office vegan.About the HostsMichael AagaardMichael is a self-confessed split testjunkie and copywriting fanatic who’sobsessed with finding out whatworks in online marketing. He’sDanish and hails from the fair city ofCopenhagen.Join our chaton Twitter@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 2. Recording and SlidesWill Be Emailed This WeekJoin our chaton Twitter@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 3. Join our chaton Twitter@Unbounce @ContentVerve #UnwebinarRyan EngleyDirector of Customer SuccessUnbounce@ryan_engleyTuesday, 23 April, 13
  • 4. Join our chaton Twitter@Unbounce @ContentVerve #UnwebinarMichael AagaardSplit Testing JunkieContentVerve.com@ContentVerveTuesday, 23 April, 13
  • 5. Join our chaton Twitter@Unbounce @ContentVerve #Unwebinar1. Top 5 Questions About A/B Testing2. Q&A3. How to Test with UnbounceOutlineTuesday, 23 April, 13
  • 6. 1. Why do we need to test?2. How do we get started?3. What should we test?4. How do we set up an A/B split test? 5. When can we stop the test? The Top 5 Questions about A/B Testing:@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 7. 1. Why do we need to test?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 8. 1. Why do we need to test?“Because relying on guesswork and gutfeeling is a dangerous businessstrategy.”@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 9. 1. Why do we need to test?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 10. 1. Why do we need to test?Control: Treatment:100% privacy - we will never spam you!@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 11. 1. Why do we need to test?Control: Treatment:18.70% less sign-upsStatistical confidence 96%@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 12. 1. Why do we need to test?Control: Treatment:We guarantee100% privacy. Yourinformation will not be shared.@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 13. 1. Why do we need to test?Control: Treatment:19.74% more sign-upsStatistical confidence 96%@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 14. 1. Why do we need to test?“Testing is the only way to make sureyour optimization efforts work.”@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 15. 2. How do we get started?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 16. “Start small and simple and getyour footing.”2. How do we get started?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 17. 2. How do we get started?Get off to an easy start for free with:@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 18. “Start simple, but use your energy,where it counts.”2. How do we get started?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 19. 2. How do we get started?31.54% more sign-upsStatistical confidence 99%Control: Treatment:@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 20. “Show initial results and get thecompany buy-in.”2. How do we get started?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 21. 3. What should we test?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 22. WebsiteLanding PageTestEnvironmentLanding PageTestEnvironmentLanding PageTestEnvironmentLanding PageTestEnvironmentCRO based onfindings fromLPO3. What should we test?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 23. 3. What should we test?“Pick all the low-hanging fruits.”@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 24. 3. What should we test?1. Messaging2. Forms3. Call-to-Action Buttons  3 low-hanging fruits on your landing pages:@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 25. 3. What should we test?Messaging - clarity & relevance are king@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 26. YOU WORK OUTSMARTER AT FITNESSWORLDControl:3. What should we test?Tuesday, 23 April, 13
  • 27. YOU WORK OUTSMARTER AT FITNESSWORLDGROUP TRAINING &FITNESS AT YOURLOCAL GYMControl:Treatment:3. What should we test?Tuesday, 23 April, 13
  • 28. YOU WORK OUTSMARTER AT FITNESSWORLDGROUP TRAINING &FITNESS AT YOURLOCAL GYM38.46% more sign-upsDuring the campaign, the treatmentsold 38.46% more gymmemberships.Control:Treatment:3. What should we test?Tuesday, 23 April, 13
  • 29. Why Trade Forex with Forextrading.com?Control:3. What should we test?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 30. Why Trade Forex with Forextrading.com?Get Your Free, No Risk, No Obligation$100,000 Forex Trading Demo AccountControl:Treatment:3. What should we test?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 31. Why Trade Forex with Forextrading.com?Get Your Free, No Risk, No Obligation$100,000 Forex Trading Demo AccountControl:Treatment:99.4% more conversionsStatistical Confidence 99%3. What should we test?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 32. 3. What should we test?1. Use the word, “get” when you are drafting your headlines2. Ask yourself, “why”, “what”, “why”2 tips for writing high-impact landing page copy@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 33. 3. What should we test?Forms - give me a good reason to fill out your form@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 34. 31.54% more sign-upsStatistical confidence 99%Control: Treatment:3. What should we test?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 35. Control: Treatment:83.75% more conversionsStatistical Confidence 97%3. What should we test?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 36. 3. What should we test?CTA Buttons - relevant copy and “stand-out” design@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 37. Control: Treatment:3. What should we test?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 38. Control: Treatment:3. What should we test?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 39. 90% higher CTRDuring the campaign, thetreatment got 90% more clicks.Control: Treatment:3. What should we test?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 40. Control: Treatment:31.03% more paymentsStatistical Confidence 98%3. What should we test?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 41. 3. What should we test?Control: Treatment:35.81% more paymentsStatistical Confidence 98%@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 42. 3. What should we test?CTAConversionBounceThe tipping point between bounce and conversion@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 43. 3. What should we test?1. Design (color, shape, size)2. Copy (text in the button)CTAs consist of two overall elements:@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 44. 3. What should we test?1. Design answers the question, “Where should I click?”2. Copy, answers the question, “Why should I click?”CTAs consist of two overall elements:@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 45. 3. What should we test?1. Design (color, shape, size)@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 46. 2. Copy (text in the button)Value and relevance = clicksFocus on what the prospect gets by clicking the CTA3. What should we test?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 47. 3. What should we test?Negative:Button Copy Landing Page Gym Membership:The prospects’ motivation is to get a membership at a local gym(the actual location of the gym is crucial)When they click the button, they’ll get the opportunity to find agym and buy a membership@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 48. 3. What should we test?Negative: Ad value:Button Copy Landing Page Gym Membership:The prospects’ motivation is to get a membership at a local gym(the actual location of the gym is crucial)When they click the button, they’ll get the opportunity to find agym and buy a membership@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 49. 3. What should we test?Negative: Ad value: Ad relevance:Button Copy Landing Page Gym Membership:The prospects’ motivation is to get a membership at a local gym(the actual location of the gym is crucial)When they click the button, they’ll get the opportunity to find agym and buy a membership@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 50. 4. How do we set up an A/B test?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 51. 4. How do we set up an A/B test?A (control) B (treatment)A/B-test@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 52. 4. How do we set up an A/B test?“Start with simple A/B tests- 1 control vs. 1 treatment”@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 53. 4. How do we set up an A/B test?Control: Treatment:@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 54. 4. How do we set up an A/B test?Video “How to set up an A/B test in 2 minutes”@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 55. 5. When can we stop the test?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 56. 5. When can we stop the test?“The only thing that’s worse thannot testing is relying on bad data.”@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 57. 5. When can we stop the test?1. Confidence level2. Conversion range3. Sample sizeStatistical Significance - 3 Basic Factors:@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 58. 5. When can we stop the test?Confidence level+Conversion range+Sample size=Statistical SignificanceStatistical Significance - 3 Basic Factors:@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 59. 5. When can we stop the test?Is A in fact better than B - or are theresults random?A (Control): B (Treatment):@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 60. 5. When can we stop the test?How likely is it that A is better than B?A (Control): B (Treatment):@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 61. 5. When can we stop the test?Confidence Level@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 62. 99% Confidence Level=1% chance that numbers are off60% Confidence Level=40% chance that numbers are off5. When can we stop the test?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 63. 5. When can we stop the test?Conversion Range@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 64. 5. When can we stop the test?Conversion Range@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 65. 5. When can we stop the test?Conversion RangeConversion range (A) 0.91 - 2.91%Conversion range (A) 1.58 - 3.58%1%1%@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 66. 5. When can we stop the test?Sample Size@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 67. SampleSizeReliability LevelLow HighLargeSmallzSampleSizeReliability LevelLow HighLargeSmall5. When can we stop the test?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 68. A lot can happen within the first 100 conversions5. When can we stop the test?155 conversions / 1977 visitors@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 69. A lot can happen within the first 100 conversions5. When can we stop the test?155 conversions / 1977 visitors@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 70. A lot can happen within the first 100 conversions5. When can we stop the test?155 conversions / 1977 visitors@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 71. 5. When can we stop the test?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 72. Get as close to a 99% Confidence Level as possibleSample Size large enough to allow at least 100conversionsConversion Range of <±1%Summary Guidelines:Look for fluctuations (diamond shapes)5. When can we stop the test?@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 73. Q&A@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 74. Additional Resources from MichaelContentVerve.comTwitter.com/ContentVerveFacebook.com/ContentVerve@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 75. Additional Resources from Unbouncetwitter.com/unbounceunbounce.com/blogThe Ultimate Guide to A/B Testing(we’ll send you these in the follow up email)@Unbounce @ContentVerve #UnwebinarTuesday, 23 April, 13
  • 76. @Unbounce @ContentVerve #UnwebinarStick AroundLearn to Set Up YourFirst Landing Page & Test with UnbounceSee How to Test and Optimize Buttonsfor Free with buttonoptimizer.comTuesday, 23 April, 13

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