LinkedIn Lead AcceleratorGuide to A/B Testing
Nicki PowersMarketing Automation ConsultantLinkedIn@nickipowers
Creative Optimization through A/B Testing
Executive Summary
Context:• Creative Optimization Through A/B Testing
Session Breakdown:• Terminology & the basics
Conversion Rate Optimization (CRO)A/B Testing
• What to test & how to test it• Calculating confident results
Key Takeaways:• Setting up an A/B test
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Conversion Rate Optimization (CRO)
Terminology & the Basics
• A structured & systematic approach• Informed by insights & visitor behavior • Defined by your unique KPIs
What is CRO? • We optimize content through A/B testing
• Compare performance of assets • Test one element at a time
What is A/B testing?
Why A/B Test?
• Small changes can make a big difference in performance• Identify areas of opportunity to resonate with your audience• Effective A/B testing boosts ROI• Feedback is nearly instantaneous
What to Test & How to Test it
Low-Friction, High-Impact TestsWhat to Test
Banner Images and Ad Copy Landing Pages
Social Ads
• Presence of Intro. Text vs. No Intro. Text• Short & Conversational vs. Long & Informative• Ask a Question vs. Call to Action
Intro. Text
Social Ads
• Text vs. No Text• Illustration vs. Photography• Presence of Call-to-Action Button vs. No Button
Images
Social Ads
• Description of Content Offer vs. Question• Short Copy vs. Long Copy• Action-oriented vs. Thought-provoking
Headline & Link Description
Display Ads
• Dark vs. Light Color Palette • Illustration vs. Photography• Call to Action Button Color / Copy• Call to Action Button Placement
What to Test
Test One Element At a Time
Setting Up Your A/B Tests
Lead Accelerator Setup
Lead Accelerator Setup
Lead Accelerator Setup
Calculating Confident Results
Version A
Version B
10,936impressions
10,768impressions
1,396clicks
1,824clicks
.167%
Click-thru Rate
.129%
Sample Size* Margin of Error
500 4.5%
1,000 3.2%
2,000 2.2%
5,000 1.4%
10,000 1%
Calculating Confident Results
*Note: This sample size applies to both versions of your creative. For example, you would need to serve 500 impressions of version A and 500 impressions of version B (for a total of 1,000 impressions) before your margin of error is 4.5%.
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