This document discusses A/B testing of emails and landing pages. It explains that A/B testing involves showing different versions of a site to visitors to see which performs better according to goals like purchases or leads. Effective A/B tests identify goals, choose a page or email to test, select an element to vary like headlines or buttons, state a hypothesis, and track results to determine a winner. Examples of testing ideas included formatting, subject lines, "from" lines, button placement, headers and banners. The document emphasizes using data from A/B tests to improve performance rather than personal preferences.
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. #abtesting
What you’ll learn
● Why should you A/B test?
● Setting up your first (effective) A/B test
● Testing Ideas and Success Stories
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
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
27. #abtesting
What to test?
● Headline
● Subject Line
● Value Proposition
● CTA
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. #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
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. #abtesting
“From” Line
“Scott Magri”
+ 4% opens +3% click-through
vs.
“Marketo Premium Content”