The document summarizes a HubSpot User Group meeting in Nashville. It provides details on the speaker, Bill Faeth, and the topics covered: how to build compelling calls-to-action (CTAs) using an IMA case study, the essentials of A/B testing, and email marketing experiments. For the CTA topic, it discusses characteristics of great vs. bad CTAs and includes an example of a simple CTA created in PowerPoint. For A/B testing, it outlines how to set one up and elements to test. It then provides instructions for A/B testing CTAs and emails in HubSpot. Key takeaways emphasized testing CTAs and emails through A/B testing. The meeting

1. November
HUG
Nashville
@NashHUG
HubSpot User Group

2. Tonight’s
Speaker
Bill Faeth
Specs:
@BFaeth
Nashville Hug Leader!
Likes:
•Diet Cokes
•HubSpot
•Entrepreneurship
@NashHUG

3. Tonight’s Topics
• How to Build
Compelling CTAs:
an IMA Case Study
• The Essentials of
A/B Testing
• Email Marketing
Experiments
@NashHUG

4. Calls to Action
How to Build Compelling CTAs, an
IMA case study
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5. Great
CTA’s:
• Are Actionable
• Align with Body
Copy
• Have a Clear
Value Proposition
• Are Direct
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6. Great
CTA’s are
NOT:
• Confusing
• Copy heavy
• Too Small
• Always designed
by professional
designers
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7. 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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8. @NashHUG

9. @NashHUG

10. Winner!
This CTA was designed by a Non Designer in
Power Point
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11. Now we’re going to show
you how to make a CTA in
less than 5 minutes in
Power Point
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12. Other Great CTAs
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13. Other Great CTAs
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14. Other Great CTAs
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15. The Essentials of
A/B Testing

16. 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

17. Why A/B
Test?
Because small changes
can yield remarkable
results
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18. 3 Terms to
Know for
A/B Testing
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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1. Traffic = Your total
monthly website
visitors
1. Sample Size = at least
500 visitors
1. Statistical
Significance = Results
of an A/B test that are
significant enough to
be actionable
(typically 5%)

19. How to Conduct an A/B Test
1. 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
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20. Test CTA
Elements in
Order of
Disruptiveness
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1. Background Color
2. Shape
3. Image
4. Layout
5. Headline
6. Text

21. 1. Background Color
5. Headline
2. Shape
4. Layout
3. Image
6. Text
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22. 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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23. How to A/B test CTAs in Hubspot
Professional/Enterprise
Step 2: Create a Variation CTA
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24. How to A/B test CTAs in Hubspot
Professional/Enterprise
Step 3:
Change one
element at a
time (based
on the list in
the previous
slide)
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25. But What if I’m
on Hubspot
Basic?
1. Create Variants of CTAs
1. Display one CTA until
sample size is achieved
(start with 1 week based
on traffic volume)
1. Replace with 2nd CTA
and keep until sample
size is achieved
1. Analyze your results and
iterate appropriately
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26. Email Marketing
Experiments

27. Email
Experiment
s
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You can A/B Test
your emails in a
similar way.

28. Step 1:
Split Your List
Step 2:
Change one
Component of
the Email
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Arbitrarily split your list in
half to ensure a good
control group.
Every good marketer knows
that changing more than
one component leads to an
inability to determine
which change led to which
result

29. Test More than the Subject Line!!
Valuable
Also Valuable
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30. •
Key •
Components •
•
to Test for: •
•
•
•
•
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Subject Lines
Timing
Frequency
Content
Offers
CTAs
The Audience (lists)
The Format
Sender
Name/Address

31. 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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32. Step 4:
Repeat!
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33. 3 Key
Takeaways
1. CTA Creation can be done
fast and easily in Power
Point
1. You Should be A/B Testing
all of your CTAs (refer to
this deck for instructions)
2. A/B Test your emails (and
for more than just the
subject line)
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34. Resources
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
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35. Connect
with
Us!
@NashHUG
@NashHUG
http://linkd.in/1grXg6I

36. Next
Meeting!
Date:
TBD
Time:
TBD
Where: IMA
521 8th Ave South, #102
Nashville, TN 37203
Topic: SEO
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37. Thank You for Coming!
@NashHUG