A/B Testing: How to Test Landing Pages, Email, CTAs (+ FREE Kit)

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A/B Testing: How to Test Landing Pages, Email, CTAs (+ FREE Kit)

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Download HubSpot’s Official 15 Steps for a Perfect A/B Testing Test [FREE RESOURCE]

Are you tired of seeing lackluster results from your landing pages, emails, and CTAs? Say goodbye to guesswork and hello to data-driven success! In this latest tutorial video, we unveil the secrets behind conducting A/B testing like a pro to maximize your conversion rates and boost your business to new heights.

Join us as we dive deep into the world of A/B testing and uncover the strategies that top marketers swear by. From crafting compelling landing pages to crafting irresistible emails and CTAs, we’ve got you covered every step of the way.

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I'm going to show you exactly how AB Testing works why it can benefit your Business and all of the common mistakes To avoid but what exactly is AB testing Okay so AB testing is an invaluable yet Simple tool that can boost your business By helping you to better understand your Customers habits and behaviors it allows You to optimize your content in a way That'll increase engagement sales Clickthrough rate or any number of other Key performance indicators think of it Like a marketing experiment you split Your audience to test two different Versions of the same thing it can be Anything from a simple email subject Line to the font on a website landing Page or the placement of a call to Action the goal is to determine which One performs better that's it Gathering Data like this will allow you to make The best decisions moving forward to Positively impact your goals some AB Testing goals could include increasing Website traffic from emails where you Test different headlines to catch the Reader attention and click through to Your website or maybe you're looking for A higher conversion rate from website Visitors to a sales lead testing the Placement of your CTA to submit their Contact information it can help you test What's driving traffic away from your Site by testing different fonts or

Design features just to see what helps Lower your bounce rate if you're an E-commerce business like me AB testing Can be a great asset for finding what Kind of product images best catch your Customer's attention or what kind of Checkout designs lower your rate of cart Abandonment okay so this all makes sense But where do I even start here's a quick Summary of how I approach an AB test oh By the way everything I'm going to be Talking about is available in hubspot's Free AB testing kit that includes a How-to guide and templates available for Download if you want to follow along the First step is choosing the appropriate Test items by listing out elements that Will impact the goal that I've Identified for me I'm trying to Determine if a landing page with more Product images on it will better convert Website visitors into paying customers So I'm going to test two different Versions of my landing page here's Version a a brand new design with Multiple product images and version B is Going to be my existing landing page With only one product image next I have To determine my sample size I want to Make sure the sample size isn't too Small because it could skew the results Tools like optimiz Le sample size Calculator can even help determine what Size is best for your business just like

Determining sample size I also need to Be able to verify my data by making sure It's statistically significant that Means your results actually have a Definitive winner that did not occur by Chance typically we're aiming for 90% Statistical significance to help Increase statistical significance while Testing variables keeping my controls The same is crucial including when and For how long I run the test so I'm going To choose a time frame that represents An average time for my sales instead of Running the test during the holiday Shopping season for example there are Lots of things you can run AB tests on So it's important that I only test one Element at a time if you do more than One it'll yield unreliable results Because you won't be able to determine Exactly which element impacted those Results finally analyzing the data is Going to help me plan and make changes To how I do things in the future so what Are some of the most common elements you Should consider when AB testing the most Common things you'll AB test include Call to actions CT for short emails and Landing pages which is what I'm focusing On today if you're looking to AB test a Particular CTA like a contact form to Generate leads or a subscription link Things like placement size color copy And Graphics are all prime elements for

Testing should you use a bold color or Something that seamlessly Blends into The page should it be positioned at the Top of the page or as a sidebar testing Different parts of this CTA one at a Time could help you find what's optimal For your users if it's emails you're Testing a lot of the same elements could Apply in addition to format layout Timing subject lines and even senders is Your open rate better when the email Comes with the name of a personal sender Instead of a company do your email Subscribers tend to open more emails With emojis in their subject lines or Just simple text AB testing can help you Pinpoint The Sweet Spot you're looking For to increase whatever metric you're Measuring for my candle business I'm Focusing on AB testing a new store Landing page again I'm trying to Determine if a landing page with more Product images on it will better convert Website visitors into customers the Elements I could test include offers Copy form fields or even just the entire Page like the color the layout and so on So what I'm going to do here is run two Different versions of my landing page to See which if any will result in more Sales so what are the steps to getting My actual test up and running okay so I've already completed steps 1 and two I Picked my variable and I identified my

Goal now I've got to create my control And my Challenger basically my Challenger is the new landing page in Which I've added more product images my Control is the landing page as it Currently exists now I'll need to split My sample groups equally and randomly as Well as determine my sample size if this Was an email it'd be a finite number of Emails I'm sending but since this is a Landing page the length of my test will Determine my sample size it'll vary for Each business based on the kind of Traffic your website gets I've got to be Sure that I let the test test run long Enough to gather a substantial sample Size otherwise it'll be hard to confirm The statistical significance next I have To decide how significant my results Need to be to declare a true winner Typically I'm looking for 90% at minimum But you may decide that a lower Percentage is okay okay so I'm finally Ready to launch what's next an AB Testing tool like the one available in The HubSpot CMS makes it super easy to Set up that's what I'm doing here but You can also set one up through Google Analytics unless you're AB test is time Related like testing the best time of Day to send an email for example then You should be running both variations of The ab test at the same time to ensure Accurate results so I'm going to let my

Ab test run for 3 months both versions Running at the same time just to make Sure my sample size is big enough to get Plenty of useful data so now that I'm Ready to launch the test it's time to See how it plays out see you Soon welcome back I'm ready to check the Results on the ab test of my store's Landing page first I'm going to focus on My goal metric which was to increase Sales so even though I collected a lot Of other data like bounce rates and Email subscription signups I'm not going To put much weight on those because They're not the data I was testing for So using the HubSpot AB testing Calculator I can determine if the Results will actually help me make a Final decision are they statistically Significant and therefore suggest a Clear winner so I'm plugging in the Results in this case the number of Visitors who went to the landing pages And conversions in other words the Number of those visitors that actually Became customers you can see that I've Plugged it all in and the spreadsheet Does the calculations for me version a Converted almost 10% more than version B Which means it's 95% certain that Changing to version a will increase my Sales 95% is statistically significant So it's time to take action based on These great results I mean version a is

The clear winner so I'll disable the Losing design and let the winner take Over full time finally while I wait for The sales to roll in I'll use the HubSpot AB test tracker to track the Results and plan my next test CTA Placement on the product landing pages But what if you're not getting Statistically significant results well You might just be bumping up against Some of the most common mistakes of AB Testing common mistake number one Testing more than one variable at once Remember the whole idea is to run tests On specific elements One Thing versus Another if you try to test a new font And a new font size at the same time for Example it's more difficult to determine Which specific element is actually Responsible for any change or if that Change is even statistically significant Common mistake number two only testing The small things I know I've mentioned a Lot of small variables like font sizes And image count and those are all super Important but you should also Periodically test more radical changes To your pages this can be a little more Upfront work I know but if you're not Getting statistically significant Results for your small changes trying Something bigger might lead you down A New Path common mistake number three Having too small of a sample size you

Want to be sure your sample size is big Enough to get reliable results that are Statistically significant for example if I only ran my test for an hour getting 100 visitors with a 10% increase in Sales that's actually only 10 people who Responded positively to the test but Since I tested for 3 months and got Around 158,000 visitors that means 15,800 people responded positively to The test see the difference the sample Size makes for your data common mistake Number four making changes before the Test is over I know it can be hard to be Patient trust me espec especially when You're testing something that could make A huge impact on your business but it's Critical that you let the test play out Even if it seems like there's a clear Winner early on if you jump the gun you Might be compromising your results and Finally common mistake number five only Running a test once the more AB testing You do the more likely you'll encounter A false positive at one time or another I mean user Behavior can be Unpredictable after all but just like a Science experiment it's always best to Replicate your tests with the same Parameters in place just to make sure You get the same results This is especially important if the Margin of improvement of one version Over another is minor AB testing is a

Simple data supported way of finding Realistic lowcost methods for growing Your business this is something a Business of really any size can take Advantage of in order to optimize every Part of their operation click on this Link for hubspot's free AB testing kit Which includes the spreadsheets I used Here today along with a comprehensive Guide to everything you need to know About AB testing and if you're already An AB testing Pro let us know how it's Helped you optimize your business in the Comments below as always please like And Subscribe to HubSpot on YouTube for more Great marketing howtos I'll see you next Time I can find this client info have You heard of HubSpot HubSpot is a CRM Platform so it shares its data across Every application every team can stay Aligned no out of sync spreadsheets or Dueling databases HubSpot grow Better


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If you’re not happy with the way your Internet marketing is working, it’s time for you to try something new. This article has shown you plenty of ways to inject some life into your efforts. Take the tips that will work for you, and use them to their fullest.

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