a/b testing essentials unwebinar with michael aagaard

Thank you for joining us! We’ll be starting in just a few minutes.

Ryan Engley

Ryan is Unbounce’s Director of Customer Success who along with

his team, helps Unbounce customers boost their conversion rates. He is our resident webinar

host and consummate office vegan.

About the Hosts

Michael Aagaard

Michael is a self-confessed split test junkie and copywriting fanatic who’s obsessed with finding out what works in online marketing. He’s Danish and hails from the fair city of Copenhagen.

Join our chat on Twitter

@Unbounce @ContentVerve #Unwebinar

Tuesday, 23 April, 13

Recording and Slides Will Be Emailed This Week






Ryan EngleyDirector of Customer SuccessUnbounce

@ryan_engley




Michael AagaardSplit Testing JunkieContentVerve.com

@ContentVerve




1. Top 5 Questions About A/B Testing

2. Q&A

3. How to Test with Unbounce

Outline


1. Why do we need to test?

2. How do we get started?

3. What should we test?

4. How do we set up an A/B split test?

5. When can we stop the test?

The Top 5 Questions about A/B Testing:




“Because relying on guesswork and gut feeling is a dangerous business

strategy.”




Control: Treatment:

100% privacy - we will never spam you!




Control: Treatment:

18.70% less sign-upsStatistical confidence 96%




Control: Treatment:

We guarantee100% privacy. Your information will not be shared.




Control: Treatment:

19.74% more sign-ups

Statistical confidence 96%




“Testing is the only way to make sure your optimization efforts work.”



“Start small and simple and get your footing.”





Get off to an easy start for free with:



“Start simple, but use your energy, where it counts.”





31.54% more sign-upsStatistical confidence 99%

Control: Treatment:



“Show initial results and get the company buy-in.”




Website

Landing Page

Test Environment

Landing Page

Test Environment

Landing Page

Test Environment

Landing Page

Test Environment

CRO based on findings from

LPO





“Pick all the low-hanging fruits.”




1. Messaging

2. Forms

3. Call-to-Action Buttons

3 low-hanging fruits on your landing pages:




Messaging - clarity & relevance are king



YOU WORK OUT SMARTER AT FITNESS WORLD

Control:




GROUP TRAINING & FITNESS AT YOUR LOCAL GYM

Control:

Treatment:




GROUP TRAINING & FITNESS AT YOUR LOCAL GYM

38.46% more sign-upsDuring the campaign, the treatment

sold 38.46% more gym

memberships.

Control:

Treatment:



Why Trade Forex with Forextrading.com?

Control:





Get Your Free, No Risk, No Obligation$100,000 Forex Trading Demo Account

Control:

Treatment:





Get Your Free, No Risk, No Obligation$100,000 Forex Trading Demo Account

Control:

Treatment:

99.4% more conversions

Statistical Confidence 99%





1. Use the word, “get” when you are drafting your headlines

2. Ask yourself, “why”, “what”, “why”

2 tips for writing high-impact landing page copy




Forms - give me a good reason to fill out your form



31.54% more sign-upsStatistical confidence 99%

Control: Treatment:




Control: Treatment:

83.75% more conversionsStatistical Confidence 97%





CTA Buttons - relevant copy and “stand-out” design



Control: Treatment:




90% higher CTRDuring the campaign, the

treatment got 90% more clicks.

Control: Treatment:




Control: Treatment:

31.03% more payments






Control: Treatment:

35.81% more payments





CTA

ConversionBounce

The tipping point between bounce and conversion




1. Design (color, shape, size)

2. Copy (text in the button)

CTAs consist of two overall elements:




1. Design answers the question, “Where should I click?”

2. Copy, answers the question, “Why should I click?”

CTAs consist of two overall elements:




1. Design (color, shape, size)



2. Copy (text in the button)

Value and relevance = clicks

Focus on what the prospect gets by clicking the CTA





Negative:

Button Copy Landing Page Gym Membership:

The prospects’ motivation is to get a membership at a local gym (the actual location of the gym is crucial)

When they click the button, they’ll get the opportunity to find a gym and buy a membership




Negative: Ad value:







Negative: Ad value: Ad relevance:






4. How do we set up an A/B test?




A (control) B (treatment)

A/B-test




“Start with simple A/B tests - 1 control vs. 1 treatment”




Control: Treatment:




Video “How to set up an A/B test in 2 minutes”




“The only thing that’s worse than not testing is relying on bad data.”




1. Confidence level

2. Conversion range

3. Sample size

Statistical Significance - 3 Basic Factors:




Confidence level

+

Conversion range

+

Sample size

=

Statistical Significance

Statistical Significance - 3 Basic Factors:




Is A in fact better than B - or are the results random?

A (Control): B (Treatment):




How likely is it that A is better than B?

A (Control): B (Treatment):




Confidence Level



99% Confidence Level=

1% chance that numbers are off

60% Confidence Level=

40% chance that numbers are off





Conversion Range




Conversion Range

Conversion range (A) 0.91 - 2.91%

Conversion range (A) 1.58 - 3.58%

1%

1%




Sample Size



Sam

ple

Size

Reliability Level

Low High

Larg

eSm

all

zSa

mpl

e Si

ze

Reliability Level

Low High

Larg

eSm

all




A lot can happen within the first 100 conversions


155 conversions / 1977 visitors



Get as close to a 99% Confidence Level as possible

Sample Size large enough to allow at least 100 conversions

Conversion Range of <±1%

Summary Guidelines:

Look for fluctuations (diamond shapes)




Q&A



Additional Resources from Michael

ContentVerve.com

Twitter.com/ContentVerve

Facebook.com/ContentVerve



Additional Resources from Unbounce

twitter.com/unbounce

unbounce.com/blog

The Ultimate Guide to A/B Testing

(we’ll send you these in the follow up email)



http://get.unbounce.com/the-ultimate-guide-to-ab-testing/

http://get.unbounce.com/the-ultimate-guide-to-ab-testing/


Stick Around

Learn to Set Up YourFirst Landing Page & Test with Unbounce

See How to Test and Optimize Buttons for Free with buttonoptimizer.com


a/b testing essentials unwebinar with michael aagaard

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