John Bonini

Marketing Director

IMPACT

Thank you for joining us!We’ll be starting in just a few minutes.

Ryan Engley

Director of Customer Success

Unbounce

@Bonini84 @unbounce #unwebinar

How to Get Started With A/B Testing

Webinar slides and recording

will be emailed by the end of the week

try.unbounce.com/for-better-ab-testing

@unbounce #unwebinar

Stick around after the

Unwebinar

See how Unbounce can help you quickly

build, publish, and test targeted landing

pages (without having to code)

Ryan Engley

Director of Customer Success

Unbounce@Ryan_Engley

@Ryan_Engley @unbounce #unwebinar

Join our chat on Twitter

John Bonini

Marketing Director

IMPACT@Bonini84

@Bonini84 @unbounce #unwebinar

Join our chat on Twitter

How to Get Started With A/B Testing

@Bonini84 @unbounce #unwebinar

Wisdom is only conventional until

someone calls (and proves) bullshit.

3:59.4

B.S.!

3:43.13

B.S.!

@Bonini84 @unbounce #unwebinar

The same could be

said about your

landing pages.

(And it often is)

@Bonini84 @unbounce #unwebinar

Top 10% of landing pages

(unicorns) have conversion rates

of 11.45%

(WordStream)

Conversion rates

of 10-15% are

GREAT!

“My conversions won’t be handcuffed

by conventional thought….”

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The point isn’t to focus on a specific

number, but rather set the expectation

that every page can convert better.

How to Use Analytics to Determine

Which Pages to Test & Optimize

Conversions

78% increase over previous month

38% increase over year average

#11 – Beginner’s Guide

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Traffic

- =

Conversions TEST!

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• Where is all the traffic

going?

• Where is the

disconnect?

Conversion Rates

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Measure as far down the funnel as possible

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• Optimize for eyeballs

• Right place / right time?

• Serendipitous marketing

User Behavior

The Elements to Focus on When A/B

Testing Your Landing Pages

…but what do I test?

The Main Headline

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The Call-to-Action

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123.9% increase in clicks!

The Design / Hero Section

EA Games highlighted offer

to drive more pre-orders

…but it didn’t drive the

increase they expected

So…

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43.4% more purchases!

Button Color

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Appeal to the lizard brain…

Copy

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How to Run A/B Tests That Move the Needle

Some things to remember…

• Your opinion doesn’t matter

• Despite what your ego says, your

“gut” doesn’t know what will work

• There are no best practices

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Process over opinion

Identify Clogs

Set Goals

Measure & Gather Data

Hypothesize

Measure & Iterate

@Bonini84 @unbounce #unwebinar

Step 1:

Identify the “clogs” on your website

1

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Step 2 : Set goals

1

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Step 3: Measure and gather data

1

@Bonini84 @unbounce #unwebinar

Step 4: Turn data insights into

hypotheses

1

@Bonini84 @unbounce #unwebinar

Step 5: Measure and iterate

1

@Bonini84 @unbounce #unwebinar

Successful optimization strategies turn over

on themselves.

The market (and audience) is constantly

evolving.

Always be iterating!

Want to keep growing?

Keep testing!

Always. Be. Iterating!

Identify Clogs

Set Goals

Measure & Gather Data

Hypothesize

Measure & Iterate

@Bonini84 @unbounce #unwebinar

Test both incremental and drastic treatments

Provide enough time to gather accurate results

Test all marketing channels

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Test multiple treatments at once

Test minimal variables and stop

Test only one marketing channel

offers.impactbnd.com/website-throwdown

Check out IMPACT’s new webinar

series, Website Throwdown,

featuring marketing pros from

across the industry.

Next Throwdown: Feb. 19th at 1pm EST

try.unbounce.com/for-better-ab-testing