USE A/B TESTING TO MARKET LIKE HUBSPOT WORKBOOK for HubSpot Customers

Transcription

1 USE A/B TESTING TO MARKET LIKE HUBSPOT WORKBOOK for HubSpot Customers Guide to using A/B testing to take your marketing to the next stratosphere. A Publication of

2 2 USE WITH THE COMPANION EBOOK Get the most out of the workbook by using with the ebook. Get the ebook

3 3 HOW TO USE THIS WORKBOOK Use this workbook with the companion ebook. The ebook will help guide you through the real life examples in the workbook. 3 3 Know the basics: You should be familiar with the HubSpot tools listed to the right. Variation: Don t do two. A/B tests in conjunction with each other. Avoid A/B testing a call to action that leads a landing page in an active A/B test. M MARKETING F LANDING PAGES Y SOURCES S CALLS TO ACTION

4 4 A/B TESTING By Sarah Bedrick and Erin McCarthy FOLLOW ME ON FOLLOW ME ON

5 5 CONTENTS A/B Testing Calls-To-Action /6 A/B Testing Landing Pages /8 A/B Testing /10 What Did You Learn? /12 Additional Resources /17

6 8 CHAPTER 2 A/B TESTING CALLS-TO- ACTION

7 9 Call to Action A/B Test Choose a call-to-action to test. Call to action name Metric to improve Select one variable to test (use the table in the ebook for tips) Copy Offer Image Color Size Other What change will be in the variation? Write down how the item you ll test currently appears, and what you ll change about it. Control version Variation Hypothesis Which variation do you think will win and why? Test start date: End date: Are the results statistically significant? Are there any additional metrics you re measuring? Winner:

8 10 CHAPTER 3 A/B TESTING LANDING PAGES

9 11 Landing Page A/B Test Choose a landing page to test. Landing page name Metric to improve Select one variable to test (use the table in the ebook for tips) Copy Form fields Picture or Video Headline Form placement Other What change will be in the variation? Write down how the item you ll test currently appears, and what you ll change about it. Control version Variation Hypothesis Which variation do you think will win and why? Test start date: End date: Are the results statistically significant? Are there any additional metrics you re measuring? Winner:

10 6 CHAPTER 1 A/B TESTING

11 7 A/B Test Choose an to test. name Metric to improve Select one variable to test (use the table in the ebook for tips) Copy Call to action placement Personalization Subject line Sender Other What change will be in the variation? Write down how the variable you ll test currently appears, and what you ll change about it. Control version Variation Hypothesis Which variation do you think will win and why? Test start date: End date: Are the results statistically significant? Are there any additional metrics you re measuring? Winner:

12 12 CHAPTER 4 WHAT DID YOU LEARN?

13 13 For each completed test, answer the following questions. What surprised you? Was your hypothesis right? What was your primary takeaway? How will you apply that to your next A/B test? How often will you A/B test going forward? Aside from your marketing report, what other teams would benefit from this knowledge?

14 14 Summarize your takeaways to use in future A/B test(s). Call to Action takeaways Example: Blue calls to action convert better than green ones on product pages

15 14 Summarize your takeaways to use in future A/B test(s). Landing Page takeaways Example: Three form fields convert better than five ones on ebook pages

16 14 Summarize your takeaways to use in future A/B test(s). takeaways Example: Blue calls to action convert better than green ones in newsletters

17 14 CHAPTER 5 ADDITONAL RESOURCES

18 15 A/B testing methodology Cheat Sheet 1 Select a marketing asset to test 2 Select a metric to improve 3 Decide what to change in a new variation 4 Choose an end date 5 Check back for statistical significance 6 Declare a winner

19 16 ASK THE PROFESSOR Questions? Ask HubSpot Professor Sarah Bedrick via or by attending the live class. Ask the Professor Attend the live class

20 17 GET ON-SITE PROFESSIONAL SERVICES Work with an expert consultant to take your inbound marketing to the next level. Learn more about on-site services