The document serves as a guide for creative optimization using A/B testing, emphasizing its importance in conversion rate optimization (CRO). It outlines what to test, providing examples such as banner images and landing pages, and explains the structured approach required to set up effective tests. Additionally, the guide includes information on calculating confident results based on sample sizes and defines key terms related to A/B testing.

1. LinkedIn Lead Accelerator
Guide to A/B Testing

2. Nicki Powers
Marketing Automation Consultant
LinkedIn
@nickipowers
Creative Optimization through A/B
Testing

3. Executive Summary
Context:
• Creative Optimization Through A/B Testing
Session Breakdown:
• Terminology & the basics
Conversion Rate Optimization (CRO)
A/B Testing
• What to test & how to test it
• Calculating confident results
Key Takeaways:
• Setting up an A/B test

4. 4
Conversion Rate
Optimization (CRO)

5. Terminology & the Basics
• A structured & systematic approach
• Informed by insights & visitor behavior
• Defined by your unique KPIs
What is CRO?
• We optimize content through A/B testing
• Compare performance of assets
• Test one element at a time
What is A/B testing?

6. Why A/B Test?
• Small changes can make a big difference in performance
• Identify areas of opportunity to resonate with your audience
• Effective A/B testing boosts ROI
• Feedback is nearly instantaneous

7. What to Test & How to Test it

8. Low-Friction, High-Impact Tests
What to Test
Banner Images and Ad Copy Landing Pages

9. Social Ads
• Presence of Intro. Text vs. No Intro. Text
• Short & Conversational vs. Long & Informative
• Ask a Question vs. Call to Action
Intro. Text

10. Social Ads
• Text vs. No Text
• Illustration vs. Photography
• Presence of Call-to-Action Button vs. No Button
Images

11. Social Ads
• Description of Content Offer vs. Question
• Short Copy vs. Long Copy
• Action-oriented vs. Thought-provoking
Headline & Link Description

12. Display Ads
• Dark vs. Light Color Palette
• Illustration vs. Photography
• Call to Action Button Color / Copy
• Call to Action Button Placement
What to Test

13. Test One Element At a Time

14. Setting Up Your A/B Tests

15. Lead Accelerator Setup

16. Lead Accelerator Setup

17. Lead Accelerator Setup

18. Calculating Confident Results
Version A
Version B
10,936 impressions
10,768 impressions 1,396 clicks
1,824 clicks .167%
Click-thru Rate
.129%

19. Sample Size* Margin of Error
500 4.5%
1,000 3.2%
2,000 2.2%
5,000 1.4%
10,000 1%
Calculating Confident Results
*Note: This sample size applies to both versions of your creative. For example, you would need to serve
500 impressions of version A and 500 impressions of version B (for a total of 1,000 impressions) before
your margin of error is 4.5%.

20. ©2015 LinkedIn Corporation. All Rights Reserved.