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How A/B testing can boost your school's conversion rates

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How A/B testing can boost your school's conversion rates

  1. 1. How A/B Testing Can Boost Your School’s Conversion Rates Slide 1 How A/B Testing Can Boost Your School’s Conversion Rates
  2. 2. How A/B Testing Can Boost Your School’s Conversion Rates Slide 2 1) Testing your Plan B 2) Generate More Leads with Your Tested Landing Page 3) Tailor CTAs to Appeal to Student Personas 4) A/B Testing CTAs: Anyone Can Do It 5) Create Irresistible Email Campaigns with A/B Testing 6) Don’t Stop at Plan B! Overview Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
  3. 3. How A/B Testing Can Boost Your School’s Conversion Rates Slide 3  Higher education marketers spend a lot of time speculating about untried tactics in their search for reliable ways to connect with leads.  Deciding which landing page design will perform better can be difficult, and running comparative campaigns can become costly.  The solution: simultaneously track the results of both choices, plan A and B, by running simple A/B tests 1. Testing your Plan B Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
  4. 4. How A/B Testing Can Boost Your School’s Conversion Rates Slide 4  The 2013 Econsultancy Report identified A/B testing as one of the top seven tools marketers should focus on to increase website conversion.  According to Hubspot, A/B testing your landing pages can help generate up to 40% more leads for your business - or college  A/B testing is effective because it allows schools to collect input from leads, track what they do and don’t respond to, and customize accordingly 2. Generate More Leads with Your Tested Landing Page Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
  5. 5. How A/B Testing Can Boost Your School’s Conversion Rates Slide 5  Start by creating two different versions of the same landing page, so you can test how leads respond to both formats.  One at a time, make changes to colour, layout, image selection, text, the number of fields in sign-up form, etc. – tracking response rates with each adjustment  Test big changes first, like a background colour or image, and then make finer tweaks as you go. Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates Testing the Page:
  6. 6. How A/B Testing Can Boost Your School’s Conversion Rates Slide 6  Here is an example of two landing pages, ready for testing to find out which version generates more leads with A/B testing: Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
  7. 7. How A/B Testing Can Boost Your School’s Conversion Rates Slide 7  Easily track the conversion results of your test landing pages using an analytics software like this one from Google: Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
  8. 8. How A/B Testing Can Boost Your School’s Conversion Rates Slide 8  During the early days of President Obama’s run for office, his marketing team ran A/B tests on several campaign webpage CTAs, including their “Sign Up” and “Learn More” buttons  The A/B tests revealed that “Learn More” got 18.6% more signups than it’s competitors: Obama’s subscriber persona preferred an invitation to learn more, as opposed to a demand to “sign up”  Does your admissions office understand the preferences of your school’s personas and test CTA’s to determine if they’re the best match? 3. Tailor CTAs to Appeal to Student Lead Personas Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
  9. 9. How A/B Testing Can Boost Your School’s Conversion Rates Slide 9  Here is an example of a higher ed CTA from Trebas Institute:  If Trebas wanted to A/B test this CTA to assess the preference of their lead personas, they might try stripping it down to only two offers—Request Information and Apply Online. Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates 3. Tailor CTAs to Appeal to Student Lead Personas
  10. 10. How A/B Testing Can Boost Your School’s Conversion Rates Slide 10  With all of the software and resources available today, you don’t have to be a big data expert or coder to interpret A/B test analytics  Optimizley, Visual Website Optimizer and Unbounce are all great tools that will demonstrate the comparative performance of two CTAs  Even a simple change in phrasing, colour or format can incite users to click, and to convert 4. A/B Testing CTAs: Anyone Can Do It Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
  11. 11. How A/B Testing Can Boost Your School’s Conversion Rates Slide 11  A great way to reach out to leads and directly market your school’s programs, is through email campaigns– as long as your emails are actually getting opened and read!  Increase the probability of your recipients opening your messages by evaluating a range of email variables, using A/B testing. 5. A/B Test Your Way to Irresistible Email Campaigns Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
  12. 12. How A/B Testing Can Boost Your School’s Conversion Rates Slide 12  Email analytics tools like MailChimp and Campaign Monitor run A/B tests on a sample of recipients, and send the winning version of the email to all subsequent recipients  Here is an example of Campaign Monitor allows users to define the parameters of an A/B email test: Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
  13. 13. How A/B Testing Can Boost Your School’s Conversion Rates Slide 13  Due to its potential to achieve an unprecedented level of customization, A/B testing is now considered a must have for higher education lead generation  With all of the testing tools available, you don’t have to stop after testing plan B– test plans C, D and E too!  Optimize your campaigns and gain insight into your programs’ lead personas all at the same time 6. Don’t Stop at Plan B! Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
  14. 14. How A/B Testing Can Boost Your School’s Conversion Rates Slide 14 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+

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