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This is the presentation deck from the November HUG at Inbound Marketing Agents. This Deck includes information on: 1. A/B Testing 2. How to Build CTAs in Power Point 3. Email Experiments The presentation was given by Bill Faeth and is all about inbound marketing, Hubspot, and how to improve your digital footprint.
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@NashHUG
Nashville HubSpot User Group
November HUG
Tonight’s Speaker
Bill Faeth
Specs:
@BFaeth
Nashville Hug Leader!
Likes:
•Diet Cokes
•HubSpot
•Entrepreneurship@NashHUG
@NashHUG
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
@NashHUG
Guess which one was made by a designer in Photoshop and
which one was made in Power Point by a non-designer.
@NashHUG
@NashHUG
@NashHUG
Winner!
This CTA was designed by a Non Designer in Power Point
@NashHUG
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
@NashHUG
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!
@NashHUG
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
@NashHUG
1. Background Color 2. Shape
3. Image
4. Layout
5. Headline
6. Text
@NashHUG
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
@NashHUG
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
@NashHUG
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!
@NashHUG
@NashHUG
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
@NashHUG
Thank You for Coming!