@NashHUG

Nashville HubSpot User Group

November HUG

Tonight’s Speaker

Bill Faeth

Specs:

@BFaeth

Nashville Hug Leader!

Likes:

•Diet Cokes

•HubSpot

•Entrepreneurship@NashHUG

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Tonight’s Topics

• How to Build Compelling CTAs: an IMA Case Study

• The Essentials of A/B Testing

• Email Marketing Experiments

Calls to Action

How to Build Compelling CTAs, an IMA case study

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Great CTA’s:

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• Are Actionable

• Align with Body Copy

• Have a Clear Value Proposition

• Are Direct

Great CTA’s are

NOT:

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• Confusing

• Copy heavy

• Too Small

• Always designed by professional designers

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Guess which one was made by a designer in Photoshop and

which one was made in Power Point by a non-designer.

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Winner!

This CTA was designed by a Non Designer in Power Point

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Now we’re going to show you how to make a CTA in

less than 5 minutes in Power Point

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Other Great CTAs

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Other Great CTAs

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Other Great CTAs

The Essentials of A/B Testing

What is A/B

Testing?

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A method of Marketing experiments where two variants, A and B, are used to optimize web content for lead generation

Why A/B Test?

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Because small changes can yield remarkable

results

3 Terms to Know for

A/B Testing

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1. Traffic = Your total monthly website visitors

2. Sample Size = at least 500 visitors

3. Statistical Significance = Results of an A/B test that are significant enough to be actionable (typically 5%)

How do I calculate these? It's easy - we'll share a

calculator for marketers in the resources at the end!

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How to Conduct an A/B Test1. Create a single variation between 2 elements

2. Display the Content Variations equally to your visitors

3. Continue testing until you achieve a sample size, and a statistically significant difference is achieved

4. Continue to iterate, test, and continue

Test CTA Elements in

Order of Disruptivene

ss

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1. Background Color2. Shape3. Image4. Layout 5. Headline 6. Text

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1. Background Color 2. Shape

3. Image

4. Layout

5. Headline

6. Text

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How to A/B test CTAs in Hubspot Professional/Enterprise

Step 1: Build a CTA

Either use the CTA Builder

OR

upload the image you created in power point!

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Step 2: Create a Variation CTA

How to A/B test CTAs in Hubspot Professional/Enterprise

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Step 3: Change one element at a time (based on the list in the previous

slide)

How to A/B test CTAs in Hubspot Professional/Enterprise

But What if I’m on

Hubspot Basic?

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1. Create Variants of CTAs

2. Display one CTA until sample size is achieved (start with 1 week based on traffic volume)

3. Replace with 2nd CTA and keep until sample size is achieved

4. Analyze your results and iterate appropriately

Email Marketing Experiments

Email Experimen

ts

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You can A/B Test your emails in a similar way.

Step 1: Split Your List

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Arbitrarily split your list in half to ensure a good control group.

Step 2: Change one

Component of the Email

Every good marketer knows that changing more than one component leads to an inability to determine which change led to which result

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Test More than the Subject Line!!

Valuable

Also Valuable

Key Component

s to Test for:

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• Subject Lines• Timing • Frequency • Content• Offers• CTAs• The Audience (lists) • The Format • Sender

Name/Address

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Step 3: Record your Findings Hubspot’s 2011

experiment where they tested the open rates of emails sent by “Hubspot” vs. emails sent by a specific name

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Step 4: Repeat!

3 Key Takeaway

s

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1. CTA Creation can be done fast and easily in Power Point

2. You Should be A/B Testing all of your CTAs (refer to this deck for instructions)

3. A/B Test your emails (and for more than just the subject line)

Resources

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6 Email Tests That Matter More than your Subject Line

A/B Testing in Action: 3 Real Life Marketing Experiments

25 Little Email Marketing Experiments that Deliver BIG Results

Free Download: 50 Customizable Call-to-Action Templates

10 of the Sexiest Calls-to-Action on the Web

Marketing Calculator Tool

Connect with Us!

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http://linkd.in/1grXg6I

Next Meeting!

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Date: TBD

Time: TBD

Where: IMA 521 8th Ave South, #102 Nashville, TN 37203

Topic: SEO

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Thank You for Coming!