A/B Testing INTERMEDIATE . WORKSHOP We will be starting at 1:02 pm - - PowerPoint PPT Presentation

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A/B Testing INTERMEDIATE . WORKSHOP We will be starting at 1:02 pm - - PowerPoint PPT Presentation

Feb 20, 2024 207 likes •1.15k views

A/B Testing INTERMEDIATE . WORKSHOP We will be starting at 1:02 pm ET. Use the Chat Pane in GoToTraining to Ask Questions! 1 Have attended the Landing Page, CTA and Email Class 2 Have one of the items mentioned above to test. Sarah Bedrick

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A/B Testing WORKSHOP

We will be starting at 1:02 pm ET. Use the Chat Pane in GoToTraining to Ask Questions! Have one of the items mentioned above to test. Have attended the Landing Page, CTA and Email Class

1 2

INTERMEDIATE.

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Sarah Bedrick

@sbedrick #HubSpotting

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A/B TESTING ARCHIVE PAGE

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ARCHIVE PAGES ACCESSIBLE IN HUBSPOT PORTAL

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TODAY’S GOAL:

To learn how to conduct proper A/B tests, and set up a first test.

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1 Assumptions & Goals 2 Why run an A/B test [10 min] 3 How to run a proper A/B test in marketing [5 min] 4 Workshop – Work through the first A/B test [50 min] 5 Class tasks and resources [10 min]

AGENDA

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ASSUMPTIONS & GOALS.

1

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1 You’ve attended our HubSpot Training Classes 2 You understand your marketing assets, resources & goals 3 You can spend time each week reviewing your A/B tests

ASUMMPTIONS & GOALS

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WHY RUN AN A/B TEST.

2

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WHAT IS AN A/B TEST?

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A/B /B testing ing is a method of testin ting g through which marketing variables are compared to each other to identify the one that brings a better response rate.

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A/B /B testing ing is a method of testin ting g through which marketing variables are compared to each other to identify the one that brings a better response rate.

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A

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A/B /B testing ing is a method of testin ting g through which marketing variables are compared to each other to identify the one that brings a better response rate.

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A B

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SLIDE 14

A/B /B testing ing is a method of testin ting g through which marketing variables are compared to each other to identify the one that brings a better response rate.

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A B

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EASY WAY TO IMPROVE METRICS.

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LEARN WHAT SPEAKS TO YOUR BUYER PERSONAS.

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RELY ON DATA & REMOVE EMOTIONS.

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More bang for your buck.

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HOW TO RUN A PROPER A/B TEST IN MARKETING.

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Select a marketing asset to test.

6 STEPS TO RUNNING AN A/B TEST:

1 2 3 4 Select a metric to improve. Decide what to change in a new variation. Choose an end date. 5 Check back for statistical significance. 6 Declare a winner.

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SELECT A MARKETING ASSET TO TEST

1

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Choose the marketing asset you want to a/b test:

Call-to- action Landing Page Email

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Decide where to start:

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SELECT A METRIC TO IMPROVE

2

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Clicks Submissions

Calls-to- action

Submissions New Contacts

Landing Pages

Open Rates Clicks by delivered Clicks by

  • pens

Email

Which metric to improve?

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SELECT ONE THING TO CHANGE IN NEW VARIATION

3

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SLIDE 27 Subject line Subject line personalization Sender

Opens

Copy Color Image

Clicks

Form Headline Copy

Contacts

Ideas on what to test to improve numbers:

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Determine what the change will look like?

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A B

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Determine what the change will look like?

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A B

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Determine what the change will look like? In this case - black vs blue:

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When whichtestwon.com asked marketers which landing page variation got 110% more submissions, 49% of marketers guessed sed incorrectly rrectly.

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CHOOSE AN END DATE

4

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Infinity pools are cool, but running tests for an indefinite time amount is not.

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CHECK BACK FOR STATISTICAL SIGNIFICANCE

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MarketingSherpa wrote: “In our ROI-driven world of digital marketing, testing without calculating statistical significance of the data is not much different than not testing at all.”

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To determine if a test is statistically significant, use the A/B test calculator. If it is, you’re ready to declare a winner. If not, choose a new end date and check back then.

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Find A/B Test Calculator Link on Archive Page

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DECLARE A WINNER

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AFTER SIGNIFICANT DATA POINTS HAVE BEEN REACHED:

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Record findings in Workbook.

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EXAMPLES:

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Garden Media Group call-to-action A/B test.

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Great Island Tech call-to-action A/B test.

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Pawntique call-to-action A/B test.

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HubSpot call-to-action A/B test.

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SUBMIT YOUR A/B TESTS!

http://academy.hubspot.com/examples

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WORKSHOP – WORK THROUGH FIRST A/B TEST

4

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CTAs

NOTES ON A/B TESTING IN HUBSPOT

1 2 3 Landing Pages Email

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CTAs

1

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Create A/B test directly from CTA dashboard.

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LANDING PAGES

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Create A/B test directly from landing page.

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EMAIL

3

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Create A/B test directly from new email.

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Create A/B test directly from new email.

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Fine-tune the A/B test details.

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Total send must be 1,000 contacts for A/B Test.

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Less than 1,000 contacts? Split it 50/50.

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OPEN WORKBOOKS:

http://cdn2.hubspot.net/hub/137828/file-24285895- pdf/ebooks/ab_testing_workbook_for_customers.pdf

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CLASS TASKS & RESOURCES

5

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SIGN UP FOR WORKSHOP OPEN OFFICE HOURS

  • Let us review your work!
  • 1st and 3rd Tuesday of every month from 3-4pm ET
  • Join here: academy.hubspot.com/workshop-office-hours
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1 Let A/B test run. 2 Declare a winner. 3 Log findings for future benefits & knowledge.

NEXT STEPS:

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1 How to A/B test Calls-to-action in HubSpot 2 How to A/B test landing pages 3 How to A/B test emails 4 A/B Testing in Action: 3 Real-Life Marketing Experiments 5 Answers to 19 Most Frequently Asked Questions about

A/B Testing

CLASS RESOURCES:

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A/B TESTING ARCHIVE PAGE

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QUESTIONS?

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THANK YOU.

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SUBMIT YOUR A/B TESTS!

http://academy.hubspot.com/examples

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HAVE LESS COMPETITION

1

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Service/Product Related

  • Relevant to

business and sales goals.

  • Accessible through

navigation.

WEBSITE PAGES BLOG

Educational

  • Relevant to

business and sales goals.

  • Accessible through

navigation.

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WHAT IS A KEYWORD? PERSPECTIVE:

Consumer/ Prospect

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WHAT IS A KEYWORD? PERSPECTIVE:

Consumer/

Prospect

Search engines crawl your pages looking for keyw ywords

  • rds!
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Search engines have less than a second to figure out what your page is about.

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NOPE.

Doesn’t “search volume” matter, too?

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IT ALL COMES BACK TO BUYER PERSONAS.

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TAKE AWAY SLIDE VERSION ONE.

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TAKE AWAY SLIDE VERSION TWO. Have less competition 1 2 3 4 Easier to rank and get traffic More relevant to your business Drive better qual alit ity y traf affic ic leading to higher conversion rates

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Select “Keywords” from navigation.

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Sign In to HubSpot.

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Select “Keywords” from navigation.

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Because I care about users.

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Best Practices for Keywords

Uncover and understand your ideal buyer/Buyer Person (this is to whom you’re targeting keywords) Focus on long-tail keywords Optimize content around keywords with a difficulty of less than 50 Optimize blog content and website pages around one keyword Choose keywords for users, not search engines. Use only one long-tail keyword phrase per piece of content (but may naturally introduce variations of this term into page by writing thoroughly) When looking at KW tool, focus only on relevancy and difficulty score

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But remember: Regardless of the type of content, optimize it for users rs.

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WATER BREAK.

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KNOWLEDGE CHECK

Why should we select keywords based around our ideal customer? 1 2 3 What should we look at to determine if you can rank for a keyword phrase? How can you start ranking for a keyword phrase?

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KEYWORDS TOOL WALKTHROUGH

4

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LIVE DEMO.

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CLASS TASKS & RESOURCES

5

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1 Calls to action/ thank you page & inbound marketing [2 min] 2 Why CTAs/thank you pages are so important [5 min] 3 Creating CTAs & thank you pages w. best practices [25 min] 4 Building CTAs and thank you pages in HubSpot [20 min] 5 Class tasks and resources [3 min]

CLASS TASKS

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1 Calls to action/ thank you page & inbound marketing [2 min] 2 Why CTAs/thank you pages are so important [5 min] 3 Creating CTAs & thank you pages w. best practices [25 min] 4 Building CTAs and thank you pages in HubSpot [20 min] 5 Class tasks and resources [3 min]

CLASS RESOURCES

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CALLS TO ACTION TRAINING CLASS ARCHIVE PAGE

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QUESTIONS?

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KEYWORDS WORKSHOP

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TODAY’S GOAL:

To create an optimized landing page.

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Best Practices for Landing Pages

Uncover and understand your ideal buyer/Buyer Person (this is to whom you’re targeting keywords) Focus on long-tail keywords Optimize content around keywords with a difficulty of less than 50 Optimize blog content and website pages around one keyword Choose keywords for users, not search engines. Use only one long-tail keyword phrase per piece of content (but may naturally introduce variations of this term into page by writing thoroughly) When looking at KW tool, focus only on relevancy and difficulty score