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USE A/B TESTING TO MARKET LIKE HUBSPOT WORKBOOK for HubSpot Customers
A Publication of
Guide to using A/B testing to take your marketing to the next stratosphere.
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USE WITH THE COMPANION EBOOK Get the most out of the workbook by using with the
ebook.
www.hubspot.com
Get the ebook
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HOW TO USE THIS WORKBOOK Use this workbook with the companion ebook.
The ebook will help guide you through the real
life examples in the workbook.
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www.hubspot.com
EMAIL MARKETING
CALLS TO ACTION
SOURCES
LANDING PAGES
F
Y
S Know the basics: You should be familiar with the
HubSpot tools listed to the right.
Variation: Don’t do two. A/B tests in conjunction
with each other. Avoid A/B testing a call to action
that leads a landing page in an active A/B test.
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A/B TESTING
By Sarah Bedrick and Erin McCarthy
FOLLOW ME ON TWITTER @SBEDRICK
www.hubspot.com
FOLLOW ME ON TWITTER @ERINMCCARTH
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A/B Testing Calls-To-Action /6
A/B Testing Landing Pages /8
A/B Testing Email /10
What Did You Learn? /12
Additional Resources /17
CONTENTS
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CHAPTER 2
A/B TESTING CALLS-TO-ACTION
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Choose a call-to-action to test.
Call to action name
Metric to improve
Select one variable to test (use the table in the ebook for tips)
What change will be in the variation? Write down how the item you’ll test
currently appears, and what you’ll change about it.
Control version
Variation
Hypothesis
Which variation do you think will win and why?
Test start date: End date:
Are the results statistically significant?
Are there any additional metrics you’re measuring?
Winner:
www.hubspot.com
Call to Action A/B Test
Copy
Offer
Color
Size
Image Other
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CHAPTER 3
A/B TESTING LANDING PAGES
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Choose a landing page to test.
Landing page name
Metric to improve
Select one variable to test (use the table in the ebook for tips)
What change will be in the variation? Write down how the item you’ll test
currently appears, and what you’ll change about it.
Control version
Variation
Hypothesis
Which variation do you think will win and why?
Test start date: End date:
Are the results statistically significant?
Are there any additional metrics you’re measuring?
Winner:
www.hubspot.com
Landing Page A/B Test
Copy
Form fields
Headline
Form placement
Picture or Video Other
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CHAPTER 1
A/B TESTING EMAIL
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Choose an email to test.
Email name
Metric to improve
Select one variable to test (use the table in the ebook for tips)
What change will be in the variation? Write down how the variable you’ll
test currently appears, and what you’ll change about it.
Control version
Variation
Hypothesis
Which variation do you think will win and why?
Test start date: End date:
Are the results statistically significant?
Are there any additional metrics you’re measuring?
Winner:
www.hubspot.com
Email A/B Test
Copy
Call to action placement
Subject line
Sender
Personalization Other
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CHAPTER 4
WHAT DID YOU LEARN?
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For each completed test, answer the following
questions.
What surprised you?
Was your hypothesis right?
What was your primary takeaway?
How will you apply that to your next A/B test?
How often will you A/B test going forward?
Aside from your marketing report, what other teams would benefit from
this knowledge?
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Summarize your takeaways to use in future A/B
test(s).
Call to Action takeaways
Example: Blue calls to action convert better than green ones on product
pages.
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3.
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5.
6.
7.
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11.
12.
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Summarize your takeaways to use in future A/B
test(s).
Landing Page takeaways
Example: Three form fields convert better than five ones on ebook
pages.
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Summarize your takeaways to use in future A/B
test(s).
Email takeaways
Example: Blue calls to action convert better than green ones in
newsletters.
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CHAPTER 5
ADDITONAL RESOURCES
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A/B testing methodology Cheat Sheet
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1 Select a marketing asset to test
2 Select a metric to improve
3 Decide what to change in a new variation
4 Choose an end date
5 Check back for statistical significance
6 Declare a winner
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ASK THE PROFESSOR Questions? Ask HubSpot Professor Sarah Bedrick
via email or by attending the live class.
www.hubspot.com
Ask the Professor
Attend the live class
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GET ON-SITE PROFESSIONAL SERVICES Work with an expert consultant to take your inbound
marketing to the next level.
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Learn more about on-site services
