What’s Worth A/B Testing? - HubSpot | Inbound Marketing, Sales, … · 2017-10-09 · n=505;...

What’s Worth A/B Testing?Presented live September 30, 2010Featuring Anne HollandPublisher, WhichTestWon.com

Plus Guest Star: Mike VolpeVP of Marketing, HubSpot

©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.

Sponsored By:

Who is HubSpot?160+ Employees in Cambridge, MA (MIT)

$33m in VC (3 rounds)Marketing Software at $3K-15K/year

Complicated & Confusing

Easy & Integrated

Blogging

Social Media

Lead Nurturing

Landing Pages

SEO

Email Marketing

AnalyticsLead Intelligence

Sales

Tools

3,200 Customers

Q1 2007 Q2 2010

What’s Worth A/B Testing?Presented live September 30, 2010Featuring Anne HollandPublisher, WhichTestWon.com

Plus Guest Star: Mike VolpeVP of Marketing, HubSpot


Admin Note:Attendees will receive a Special Report PDF and an on-demand mp3 via email.

Sponsored By:

WhichTestWon.com


Part I. Why Bother Testing?

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Why Bother Testing?Most sites are designed by:

Owner’s “gut”Pre-formatted templatesCopying competitors“Best practices”

Not by testing.

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Better Results From the Same Traffic

Typical results for previously untested pages:B2B lead generation forms +30-40%eCommerce page tests +20-25%

Old Site Tested Site

WhichTestWon.comTesting = Competitive Advantage

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Marketers who run A/B tests on email campaigns

Marketers who run A/B or Multivariate tests on web pages

How Many Marketers Use Tests to Optimize Response Rates?

n=505; survey conducted August 2010 ©2010 Online Marketing Connect Aprimo & WhichTestWon com

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How A/B Testing Works

Version A Version B

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Example: A/B Homepage Test

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Results

• 125% lift in clicks to the download offer page

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Part II. Which Web Pages Are Most Worth Testing?

First, Test Where the Money Is…

#1. Lead gen form pages#2. Other offer pages#3. Landing pages for

expensive traffic


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$0 x 30% = $0$100 x 30% = $130

Form PagesWhichTestWon.com


Results WhichTestWon.com


• 41.8% lift in lead gen form submissions

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Offer Pages

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Results

• 62.6% lift in paid subscriptions

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Part III. Which Page Elements Are Most Worth Testing?

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Glance From 4+ Feet Away…

Your Page

15” monitor1024 x 768 resolutionHint: 980 pixels across, 520 down• Buttons & response links• Headline wording• Layout Clarity • Forms • Large images

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Test Buttons & Response Links

Results

• 32.5% registration gain

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Test Offer HeadlinesWhichTestWon.com




• 113% lift in free trial sign-ups

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Copy (Taxonomy) Test

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Results

• 42% lift in lead gen form completions on the next page (for the word “Enterprise”)

Test Offers on Page TemplatesWhichTestWon.com




• 72.72% lift in lead gen form submissions

Test Key ImagesWhichTestWon.com




• 37.2% lift in lead gen form completions

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Part IV. Quick Guidelines: Testing in Practice

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How Much Does Testing Cost?

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How Long Should a Test Run For?

Before-and-After

WhichTestWon.comWhich Traffic Should You Use?


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How Conclusive Should Results Be?

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Part V. Convincing the CEO to Let You Test

When the HIPPO Rules…


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If You Measure $$ Per Conversion

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If You Measure Cost Per Conversion

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Lastly, Top 2 Safeguards:

1. Politically Correct Tests2. Yank a Dud Test Quickly

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How HubSpot Supports Testing

1. Easy to Build Landing Pages & Forms2. Easy to Use Reports3. Closed Loop Conversion Rate Data

Mike VolpeVP of Marketing, HubSpot

WhichTestWon.com


Easy to Build Landing Pages

Easy to editNo HTML required

WhichTestWon.com


Easy to Build Forms

Easy to editDrag and dropNo HTML requiredAdd custom fields

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Easy to Use Reports

One Click Away from:• Visits by Source• Leads by Source• Customers by Source

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Easy to Use Reports

Easily measure landing page conversion rates

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Closed Loop Conversion Rate Data

Visit to Lead %andLead to Customer %

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Closed Loop Conversion Rate Data

All Conversion Rates

Broken Down Automaticallyby Source

Complicated & Confusing

Easy & Integrated

Blogging

Social Media

Lead Nurturing

Landing Pages

SEO

Email Marketing

AnalyticsLead Intelligence

Sales

Tools

30 Day Free Trial

Thank you!

Anne Holland, PublisherWhichTestWon.comEmail: [email protected]: @WhichTestWon

Mike Volpe, VP MarketingHubSpotEmail: [email protected]: @mvolpehttp://www.HubSpot.com


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What’s Worth A/B Testing? - HubSpot | Inbound Marketing, Sales, … · 2017-10-09 · n=505;...

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