1. Sponsored By:
What’s Worth A/B Testing?
Presented live September 30, 2010
Featuring Anne Holland
Publisher, WhichTestWon.com
Plus Guest Star: Mike Volpe
VP of Marketing, HubSpot
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
2. Who is HubSpot?
160+ Employees in Cambridge, MA (MIT)
$33m in VC (3 rounds)
Marketing Software at $3K-15K/year
3. Complicated & Easy &
Confusing Integrated
Lead
Blogging Nurturing
SEO
Social
Lead Analytics Media
Intelligence
Sales
Landing Email
Pages Tools Marketing
4. 3,200
Customers
Q1 2007 Q2 2010
5. Sponsored By:
What’s Worth A/B Testing?
Presented live September 30, 2010
Featuring Anne Holland
Publisher, WhichTestWon.com
Plus Guest Star: Mike Volpe
VP of Marketing, HubSpot
Admin Note:
Attendees will receive a Special Report PDF and an on-demand mp3 via email.
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
6. WhichTestWon.com
Part I. Why Bother Testing?
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
7. WhichTestWon.com
Why Bother Testing?
Most sites are designed by:
Owner’s “gut”
Pre-formatted templates
Copying competitors
“Best practices”
Not by testing.
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
8. WhichTestWon.com
Better Results From the Same Traffic
Tested
Old Site
Site
Typical results for previously untested pages:
B2B lead generation forms +30-40%
eCommerce page tests +20-25%
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
9. WhichTestWon.com
Testing = Competitive Advantage
How Many Marketers Use Tests to Optimize Response
Rates?
100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Marketers who run A/B tests on Marketers who run A/B or
email campaigns Multivariate tests on web pages
n=505; survey conducted August 2010 ©2010 Online Marketing Connect Aprimo & WhichTestWon com
12. WhichTestWon.com
Results
• 125% lift in clicks
to the download
offer page
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
13. WhichTestWon.com
Part II. Which Web Pages Are
Most Worth Testing?
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
14. WhichTestWon.com
First, Test Where the Money Is…
#1. Lead gen form pages
#2. Other offer pages
#3. Landing pages for
expensive traffic
$0 x 30% = $0
$100 x 30% = $130
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
16. WhichTestWon.com
Results
• 41.8% lift in lead gen
form submissions
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
18. WhichTestWon.com
Results
• 62.6% lift in paid
subscriptions
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
19. WhichTestWon.com
Part III. Which Page Elements
Are Most Worth Testing?
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
20. WhichTestWon.com
Glance From 4+ Feet Away…
15” monitor
1024 x 768 resolution
Hint: 980 pixels across, 520 down
• Buttons & response links
• Headline wording
• Layout Clarity
• Forms
• Large images Your Page
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
22. WhichTestWon.com
Results
• 32.5% registration
gain
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
24. WhichTestWon.com
Results
• 113% lift in free trial
sign-ups
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
26. WhichTestWon.com
Results
• 42% lift in lead gen
form completions on
the next page (for
the word
“Enterprise”)
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
28. WhichTestWon.com
Results
• 72.72% lift in lead gen
form submissions
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
30. WhichTestWon.com
Results
• 37.2% lift in lead gen
form completions
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
31. WhichTestWon.com
Part IV. Quick Guidelines:
Testing in Practice
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
36. WhichTestWon.com
Part V. Convincing the CEO to
Let You Test
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
40. WhichTestWon.com
Lastly, Top 2 Safeguards:
1. Politically Correct Tests
2. Yank a Dud Test Quickly
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
41. WhichTestWon.com
How HubSpot Supports Testing
1. Easy to Build Landing Pages & Forms
2. Easy to Use Reports
3. Closed Loop Conversion Rate Data
Mike Volpe
VP of Marketing, HubSpot
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
42. WhichTestWon.com
Easy to Build Landing Pages
Easy to
edit
No HTML
required
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
43. WhichTestWon.com
Easy to Build Forms
Easy to edit
Drag and drop
No HTML required
Add custom fields
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
44. WhichTestWon.com
Easy to Use Reports
One Click Away from:
• Visits by Source
• Leads by Source
• Customers by Source
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
45. WhichTestWon.com
Easy to Use Reports
Easily measure landing page conversion rates
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
47. WhichTestWon.com
Closed Loop Conversion Rate Data
All Conversion
Rates
Broken Down
Automatically
by Source
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
48. Complicated & Easy &
Confusing Integrated
Lead
Blogging Nurturing
SEO
Social
Lead Analytics Media
Intelligence
Landing
Sales
Email 30 Day Free Trial
Pages Tools Marketing
49. WhichTestWon.com
Thank you!
Anne Holland, Publisher
WhichTestWon.com
Email: AnneH@WhichTestWon.com
Twitter: @WhichTestWon
Mike Volpe, VP Marketing
HubSpot
Email: mvolpe@hubspot.com
Twitter: @mvolpe
http://www.HubSpot.com
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
