In this webinar, speakers Dave Clemen, Digital Products Director at MDR, and Sean McCloud, Integrated Marketing Specialist, covered best practices for testing emails, landing pages, and display ads.
What you will learn:
1. The top 10 elements you should be testing for emails, digital ads, and landing pages to improve performance.
2. Four steps to follow to conduct successful tests and optimize your campaigns.
3. Best practices for A/B testing, multivariate testing, and useful tracking tools to measure your results.
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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?
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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.
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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
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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
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FROM FIELD
Name, Company Name vs Company Name
Melissa Smith, CEO of ABC
Company
ABC Company
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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
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CALL TO ACTION
Can test same elements as an email message:
• Button vs text link
• Button color
• Copy
Image source: www.bannkersnack.com
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• 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
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VALUE PROPOSITION
Change the copy to see what aspects of your product your
audience is most responsive to.
Image source: www.bannersnack.com
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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
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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
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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
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
Firefox ads – Upgrade your Firefox vs. Upgrade NOW!
Increase your efficiency
See better results
Send better email
Download the white paper
Dropbox example: promoting productivity anywhere, anytime vs. promoting space and security
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