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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