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REACH. ENGAGE. GROW.
Test for Success
Tips for Emails,Ads, and Landing Pages
Copyright 2017 MDR
Email Testing
Ideas
• Subject Lines
• “From” Fields
• Email Body Message
• Client Example
AGENDA
Landing Page
Testing Ideas
• Basic Principles
• Landing Page
Elements
Display Ad
Testing Ideas
• New Creative
• Calls to Action
• Value Proposition
2 3 4
Testing
Basics
• 4 Steps of Testing
• A/B Testing
• Multivariate Testing
1
Copyright 2017 MDR
Today’s Panelists
Dave Clemen
Digital Products Director, MDR
Sean McCloud
Integrated Marketing
Specialist, MDR
TESTING BASICS
Copyright 2017 MDR
THE 4 STEPS OF TESTING
Analyze
Your Data
Form a
Hypothesis
Construct an
Experiment
Interpret
Results
Qualitative = Descriptive Data that can be observed but not
measured. (Where to test)
Quantitative = Numerical Data that can be measured.
(What to test)
The better defined your test, the more likely it’ll be to have a
positive impact on conversions.
“If [Variable], then [Result], because [Rationale].”
Content | Design | Technology
You MUST be able to duplicate results.
Does your test have statistical significance?
Copyright 2017 MDR
A/B (SPLIT) TESTING
Comparing two versions of a webpage, email, ad, app, etc. against each other to
determine which one performs better.
Great if you
need
meaningful
results fast.
BIG TESTS =
BIG RESULTS
Very useful if
you are not
able to
generate a ton
of traffic.
Copyright 2017 MDR
MULTIVARIATE TESTING
Tests multiple variables and how they interact with one another, giving far more
possible combinations for the site visitor to experience.
When you want to make subtle changes to a page and understand how certain
elements interact with one another to incrementally improve on an existing
design
EMAIL TESTING IDEAS
Copyright 2017 MDR
SUBJECT LINE
Personalization vs No Personalization
Carrie, your complementary
exam copy is now available.
Your complementary exam
copy
is now available
Vague vs Specific
This is the best next move for
your future.
ABC Grad Program: Your
future starts here
Short vs Long
5 Tips for 3rd Grade Teachers 5 Life-Changing Tips for Over-
worked 3rd Grade Public
School Teachers
Copyright 2017 MDR
FROM FIELD
Name, Company Name vs Company Name
Melissa Smith, CEO of ABC
Company
ABC Company
Copyright 2017 MDR
EMAIL BODY MESSAGE
Learn More
Learn More
Learn More
Buy Now
Layout
• Letter vs Promotional
• Narrow vs Wide
• Long vs short
• Paragraph vs Bullet Points
Calls to Action
• Button vs Text Link
• Button color
• Call-to-action copy
Copyright 2017 MDR
CLIENT EXAMPLE
Initial Send
Re-Send (Post-MDR Consultation)
Copyright 2017 MDR
CLIENT EXAMPLE RESULTS
Post-MDR Consultation Improvement
DISPLAY AD TESTING
IDEAS
Copyright 2017 MDR
CREATIVE
Impressions
CTR
Keep your creative fresh to avoid decline in CTR
Copyright 2017 MDR
CALL TO ACTION
Can test same elements as an email message:
• Button vs text link
• Button color
• Copy
Image source: www.bannkersnack.com
Copyright 2017 MDR
• Your ad should reflect the landing page it points to
• Don’t base design decisions on personal opinion!
• Test different imagery and color schemes to see what people
react best to
IMAGERY
Static vs Animated
Copyright 2017 MDR
VALUE PROPOSITION
Change the copy to see what aspects of your product your
audience is most responsive to.
Image source: www.bannersnack.com
Copyright 2017 MDR
What product price is the
market reacting to?
Easily track and measure which
offers customers prefer with
coupon codes
VALUE PROPOSITION
Price Coupon Codes
Image source: www.bannersnack.com
LANDING PAGE TESTING IDEAS
Copyright 2017 MDR
BASIC PRINCIPLES
Improve Landing Page Performance
6 Things You Need to Do to
Improve Conversions
• Increase the relevancy of
the page to the visitor
• Increase the clarity of the
offer
• Reduce anxiety
• Reduce distractions
• Improve the value
proposition
• Increase the urgency
Copyright 2017 MDR
Landing Page Elements You Can
Test Today REMINDER: A landing page should have a
single purpose.
Really Awesome Relevant Headline
Click Here
• Value Proposition
• Value Proposition
• Value Proposition
• Value Proposition
• Value Proposition
“Client testimonial on product or
service.”
-Happy Customer
110%
GUARANTEE
HEADLINE: Make sure your headline
matches the ad that they clicked on.
COPY: Simplify your copy using bullets.
Remove unnecessary content.
CALL TO ACTION: Make sure it is above the
fold. Test copy. Test button color.
VIDEO: Implementation of video on a
landing page can increase conversions
as much as 80%.
TESTIMONIALS: Helps create a sense of
authenticity.
GUARANTEE: Remove/reduce risk
Copyright 2017 MDR
Dave Clemen
clemenda@dnb.co
m
203-225-4902
Sean McCloud
mcclouds@dnb.com
203-225-4622
MDR is the education market’s first choice for sales, marketing, social media, and research solutions.
Powered by the most complete, current, and accurate databases available in the industry, MDR can
help you grow in the K-12, higher education, library, early childhood, and related education markets.
To learn more about MDR solutions, call us at 800-333-8802 or visit www.schooldata.com.

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Test for Success Webinar: How to Use Testing to Create Irresistible Campaigns

  • 1. REACH. ENGAGE. GROW. Test for Success Tips for Emails,Ads, and Landing Pages
  • 2. Copyright 2017 MDR Email Testing Ideas • Subject Lines • “From” Fields • Email Body Message • Client Example AGENDA Landing Page Testing Ideas • Basic Principles • Landing Page Elements Display Ad Testing Ideas • New Creative • Calls to Action • Value Proposition 2 3 4 Testing Basics • 4 Steps of Testing • A/B Testing • Multivariate Testing 1
  • 3. Copyright 2017 MDR Today’s Panelists Dave Clemen Digital Products Director, MDR Sean McCloud Integrated Marketing Specialist, MDR
  • 5. Copyright 2017 MDR THE 4 STEPS OF TESTING Analyze Your Data Form a Hypothesis Construct an Experiment Interpret Results Qualitative = Descriptive Data that can be observed but not measured. (Where to test) Quantitative = Numerical Data that can be measured. (What to test) The better defined your test, the more likely it’ll be to have a positive impact on conversions. “If [Variable], then [Result], because [Rationale].” Content | Design | Technology You MUST be able to duplicate results. Does your test have statistical significance?
  • 6. Copyright 2017 MDR A/B (SPLIT) TESTING Comparing two versions of a webpage, email, ad, app, etc. against each other to determine which one performs better. Great if you need meaningful results fast. BIG TESTS = BIG RESULTS Very useful if you are not able to generate a ton of traffic.
  • 7. Copyright 2017 MDR MULTIVARIATE TESTING Tests multiple variables and how they interact with one another, giving far more possible combinations for the site visitor to experience. When you want to make subtle changes to a page and understand how certain elements interact with one another to incrementally improve on an existing design
  • 9. Copyright 2017 MDR SUBJECT LINE Personalization vs No Personalization Carrie, your complementary exam copy is now available. Your complementary exam copy is now available Vague vs Specific This is the best next move for your future. ABC Grad Program: Your future starts here Short vs Long 5 Tips for 3rd Grade Teachers 5 Life-Changing Tips for Over- worked 3rd Grade Public School Teachers
  • 10. Copyright 2017 MDR FROM FIELD Name, Company Name vs Company Name Melissa Smith, CEO of ABC Company ABC Company
  • 11. Copyright 2017 MDR EMAIL BODY MESSAGE Learn More Learn More Learn More Buy Now Layout • Letter vs Promotional • Narrow vs Wide • Long vs short • Paragraph vs Bullet Points Calls to Action • Button vs Text Link • Button color • Call-to-action copy
  • 12. Copyright 2017 MDR CLIENT EXAMPLE Initial Send Re-Send (Post-MDR Consultation)
  • 13. Copyright 2017 MDR CLIENT EXAMPLE RESULTS Post-MDR Consultation Improvement
  • 15. Copyright 2017 MDR CREATIVE Impressions CTR Keep your creative fresh to avoid decline in CTR
  • 16. Copyright 2017 MDR CALL TO ACTION Can test same elements as an email message: • Button vs text link • Button color • Copy Image source: www.bannkersnack.com
  • 17. Copyright 2017 MDR • Your ad should reflect the landing page it points to • Don’t base design decisions on personal opinion! • Test different imagery and color schemes to see what people react best to IMAGERY Static vs Animated
  • 18. Copyright 2017 MDR VALUE PROPOSITION Change the copy to see what aspects of your product your audience is most responsive to. Image source: www.bannersnack.com
  • 19. Copyright 2017 MDR What product price is the market reacting to? Easily track and measure which offers customers prefer with coupon codes VALUE PROPOSITION Price Coupon Codes Image source: www.bannersnack.com
  • 21. Copyright 2017 MDR BASIC PRINCIPLES Improve Landing Page Performance 6 Things You Need to Do to Improve Conversions • Increase the relevancy of the page to the visitor • Increase the clarity of the offer • Reduce anxiety • Reduce distractions • Improve the value proposition • Increase the urgency
  • 22. Copyright 2017 MDR Landing Page Elements You Can Test Today REMINDER: A landing page should have a single purpose. Really Awesome Relevant Headline Click Here • Value Proposition • Value Proposition • Value Proposition • Value Proposition • Value Proposition “Client testimonial on product or service.” -Happy Customer 110% GUARANTEE HEADLINE: Make sure your headline matches the ad that they clicked on. COPY: Simplify your copy using bullets. Remove unnecessary content. CALL TO ACTION: Make sure it is above the fold. Test copy. Test button color. VIDEO: Implementation of video on a landing page can increase conversions as much as 80%. TESTIMONIALS: Helps create a sense of authenticity. GUARANTEE: Remove/reduce risk
  • 23. Copyright 2017 MDR Dave Clemen clemenda@dnb.co m 203-225-4902 Sean McCloud mcclouds@dnb.com 203-225-4622 MDR is the education market’s first choice for sales, marketing, social media, and research solutions. Powered by the most complete, current, and accurate databases available in the industry, MDR can help you grow in the K-12, higher education, library, early childhood, and related education markets. To learn more about MDR solutions, call us at 800-333-8802 or visit www.schooldata.com.

Editor's Notes

  1. Especially important when serving a large amount of impressions Avoid your audience becoming fatigued after seeing the same creative over and over Keep testing new creative to maintain strong response and stop decline in CTR
  2. Firefox ads – Upgrade your Firefox vs. Upgrade NOW!
  3. Increase your efficiency See better results Send better email Download the white paper Dropbox example: promoting productivity anywhere, anytime vs. promoting space and security
  4. Price: 99 Cents vs. $1 $5 vs $10 Free Trials Coupon Codes: Measure incentives to see if you can generate more sales with a special offer. Add a sense of urgency to get your audience to act on your offer. Compare $ off vs % off Paws example – CAT20