Results for 8 a/b tests of email and landing pages.

1. A/B Testing
8 Tests from SoftVu and the Industry

2. Why Test Campaigns?
Compare the effectiveness of 2 or
more campaigns in order to
discover which has better response
or conversion rate

3. Visitors randomly distributed
SoftVu’s
Equal Distribution
A/B Testing Process
1. Gather Insights
2. Predict how to improve
3. Confirm theory (A/B Test)
4. Develop new theory
A B 5. Test Again
28% 43%
Version B is better than version A

4. SoftVu’s Email Campaign “DNA”
▪ Sender ▪ Signature Line
▪ Subject line ▪ Call to Action
▪ Template ▪ Distribution Rules
▪ Body Text

5. SoftVu’s Landing Page “DNA”
▪ Color & Images ▪ Number of Links
▪ Video ▪ Keywords
▪ Responsive Design ▪ Personalization
▪ Spokesperson vs. ▪ Masculine vs. Feminine
Executive

6. Test Results
SoftVu Email Campaigns

7. Call to Action
Campaign: New Lead, Day 0 Test Goal: Increase click-through rate
Purpose: Company Introduction Results: 23% Increase
Sends: 13,000 – round-robin Winner: Contender
LOGO LOGO
Hi [fname], Hi [fname],
View Link I just received your loan inquiry and noticed that you View Info I just received your loan inquiry and noticed that you
may be eligible for a VA loan. [Company] is a veteran may be eligible for a VA loan. [Company] is a veteran
owned company, so we take pride in providing top- owned company, so we take pride in providing top-
notch service to those who served our country. notch service to those who served our country.
Click the VIEW LINK button to learn the answers to Click the VIEW LINK button to learn the answers to
some of the most common questions we get from our some of the most common questions we get from our
veteran customers. veteran customers.
Champion Contender

8. Short versus Long Copy
Campaign: Aged - Day 45 Test Goal: Increase click-through rate
Purpose: Update Status Results: 88% Increase
Sends: 5,000 – round-robin Winner: Version A
Hi [fname], Hi [fname],
If you’re ready to discuss your financial goals, compare offers, or get All else being just about equal, what do you expect from a mortgage
started with your home loan, please click the UPDATE STATUS button. lender?
It only takes a minute and will help me to better serve your needs.
It’s the things you don’t expect that sets us apart:
Best Regards
1) Our loan officers actually answer the phones live and in-person
95% of the time (yes, we track it).
2) On average, we close a week or two faster than our competition
3) Our loan officers have more experience and provide more
personalized service with fewer hassles than our competition.
4) We lend our own money and make our own lending decisions—
so we can help where other can’t.
Let me know if you’re ready to discuss your financial goals, compare
offers, or get started with your home loan by clicking the UPDATE

9. Subject Line
Campaign: Veterans Day Promo Test Goal: Increase Open Rate
Purpose: Thank Veterans Results: 16% Increase
Sends: 4,000 – round-robin Winner: Version B
Version A: [Client] Thanks You For Your Service
LOGO
Version B: Honoring All Who Serve
The click through rate of Version
B was also 83% greater, and the
click-to-open rate 56% higher
than Version A

10. Multivariate test
Campaign: Working Day 14 Test Goal: Increase click-through rate
Purpose: Educational, loan points Results: 500% Increase
Sends: 35,000 – round-robin Winner: Version A
A B
Tim to lock-in is Now [Client Name}: A Few Points
Sent: Wednesday, October 24, 2012 5:53PM Sent: Wednesday, October 24, 2012 5:55PM
To: Jeff D To: Jeff D
LOGO LOGO
VIEW RATES Jeff, LEARN MORE Jeff,
With today’s rate fluctuations, we are urging Do you know how loan points may impact your
our customers to lock NOW, while rates are at monthly payment? Or, if it makes sense to pay
the lowest! points on your upcoming refinance?
Click VIEW RATES to see current rates. Click on the LEARN MORE button to read more
about origination points, the benefits, and much
Call me today to lock in! more.
Thanks,

11. Test Results
Great Examples from the Industry

12. Content Impact on Conversion Rate
108% Improvement

13. Increase Sign Ups
125%

14. Showing Price
100% increase in leads

15. The Power of One Word
Control
161%
Increase in click-through rate
Variation