Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Test for Success: A Guide to A/B Testing on Emails & Landing Pages

Email marketing is a key component to any successful marketing strategy — and it's constantly evolving! That's why testing and optimizing your communications is just as important as the strategy itself.

Sometimes knowing how, what, and when to test can seem overwhelming but don't worry, we've got your back. Join this informative webinar with Jessica Langensand of Marketo and Allison Sparrow of Optimizely to discover:

How to design an effective email A/B test
What to test in your emails and landing pages
Testing ideas you'll want to share with your team!

Related Books

Free with a 30 day trial from Scribd

See all
  • Be the first to comment

Test for Success: A Guide to A/B Testing on Emails & Landing Pages

  1. 1. Test for Success A Guide to A/B Testing on Emails & Landing Pages
  2. 2. #abtesting Our presenters Jessica Langensand Marketing Programs Manager Marketo Allison Sparrow Marketing Automation Manager Optimizely
  3. 3. A few things first... ● Slides and recording emailed to you immediately #abtesting after the webinar. ● Ask questions in the chat box & on Twitter! ○ Use #abtesting.
  4. 4. #abtesting What you’ll learn ● Why should you A/B test? ● Setting up your first (effective) A/B test ● Testing Ideas and Success Stories
  5. 5. #abtesting Why Should You Care About A/B tests?
  6. 6. #abtesting
  7. 7. #abtesting
  8. 8. #abtesting There are 4.1 Billion email accounts in existence. Source: The Radicati Group
  9. 9. #abtesting In 2013, SMBs voted that email marketing was #2 most important marketing channel. #1, having a website. Source: eMarketer
  10. 10. #abtesting 2.3% {
  11. 11. A/B Testing is the process of showing different versions of a site to visitors, in order to see which one better achieves your goals. #abtesting
  12. 12. #abtesting An A/B test is...
  13. 13. #abtesting
  14. 14. #abtesting One Page/Email
  15. 15. #abtesting One Component One Page/Email
  16. 16. #abtesting One Component One Page/Email One Split Audience (50/50)
  17. 17. #abtesting A B
  18. 18. #abtesting A B 43.4% more pre-orders
  19. 19. Why should you care about A/B tests? ● Let the data do the work ● Build internal alignment ● Your website and email channels are invaluable #abtesting (make the most of it) ● It’s easy, and cheap
  20. 20. #abtesting What is an (effective) A/B test?
  21. 21. #abtesting What is an (effective) A/B test? ● Identify your company’s goals ● Choose where to test ● Choose what to test ● State your hypothesis ● Track and report results
  22. 22. #abtesting What are my company’s goals?
  23. 23. #abtesting What are my company’s goals? ● Purchases/conversions ● Revenue per visitor ● Lead generation ● Pageviews
  24. 24. #abtesting Where to test? Welcome Page Product Page
  25. 25. #abtesting Where to test? ● Welcome email ● Home page ● Product page ● Contact Form page ● 30 day expiration email ● Download confirmation email
  26. 26. #abtesting What to test?
  27. 27. #abtesting What to test? ● Headline ● Subject Line ● Value Proposition ● CTA
  28. 28. #abtesting Create a Hypothesis “Visitors are getting distracted and feeling overwhelmed with too many competing elements on the page. Removing elements will reduce the clutter, focus user attention on article content and result in an increase in article pageviews.”
  29. 29. #abtesting State a Hypothesis ● Identify a theory about the specific user experience ● Define the metrics for success ● Define the quantifiable change in the key metric
  30. 30. #abtesting Track and Report Your Results
  31. 31. #abtesting How to Determine a Winner
  32. 32. #abtesting Email
  33. 33. #abtesting Statistical Significance Source: ZettaSphere.com
  34. 34. #abtesting Statistical Significance Source: ZettaSphere.com
  35. 35. #abtesting Landing Pages
  36. 36. #abtesting Significant? Source: SplitTestCalculator.com
  37. 37. #abtesting Testing Ideas
  38. 38. #abtesting Format • Font • Text Size • Color • Branding • Images :)
  39. 39. #abtesting Subject Lines A B
  40. 40. #abtesting A Subject Lines B + 33% click through rate
  41. 41. Subject Lines ● Vary a Replicable Element [New Report] 2014 Marketing Automation Vendor Comparison vs. [Download] 2014 Marketing Automation Vendor Comparison #abtesting ● Complete Subject Line Test ○ Test on a small group, wait 24 hours and send winner remainder of your list
  42. 42. #abtesting “From” Line “Scott Magri” + 4% opens +3% click-through vs. “Marketo Premium Content”
  43. 43. #abtesting Button Placement
  44. 44. #abtesting Button Placement +6% CTR
  45. 45. #abtesting Headers
  46. 46. #abtesting Banners
  47. 47. #abtesting Banners 10% CTR 5% CTR
  48. 48. #abtesting Button Color
  49. 49. #abtesting Button Color +21% CTR
  50. 50. A/B testing isn’t about what you like. It’s about what your audience responds to. #abtesting
  51. 51. #abtesting
  52. 52. #abtesting Questions? Use Chat
  53. 53. #abtesting Thank you! Recording is on the way!
  54. 54. #abtesting Appendix - Resources for A/B tests - statistical significance - sample size calculator - a/b test archive template - variation calculator - toolkit
  55. 55. #abtesting No one has time to test everything... Use Data to Determine what to test.

×