A/B Testing Essentials Unwebinar with Michael Aagaard

Thank you for joining us!
We’ll be starting in just a few minutes.
Ryan Engley
Ryan is Unbounce’s Director of
Customer Success who along with
his team, helps Unbounce
customers boost their conversion
rates. He is our resident webinar
host and consummate ofﬁce vegan.
About the Hosts
Michael Aagaard
Michael is a self-confessed split test
junkie and copywriting fanatic who’s
obsessed with ﬁnding out what
works in online marketing. He’s
Danish and hails from the fair city of
Copenhagen.
Join our chat
on Twitter
@Unbounce @ContentVerve #Unwebinar
Tuesday, 23 April, 13

Recording and Slides
Will Be Emailed This Week
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Ryan Engley
Director of Customer Success
Unbounce
@ryan_engley

Join our chat
on Twitter
Michael Aagaard
Split Testing Junkie
ContentVerve.com
@ContentVerve

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on Twitter
1. Top 5 Questions About A/B Testing
2. Q&A
3. How to Test with Unbounce
Outline

1. Why do we need to test?
2. How do we get started?
3. What should we test?
4. How do we set up an A/B split test?
5. When can we stop the test?
The Top 5 Questions about A/B Testing:

“Because relying on guesswork and gut
feeling is a dangerous business
strategy.”

Control: Treatment:
100% privacy - we will never spam you!

Control: Treatment:
18.70% less sign-ups
Statistical conﬁdence 96%

Control: Treatment:
We guarantee100% privacy. Your
information will not be shared.

Control: Treatment:
19.74% more sign-ups

“Testing is the only way to make sure
your optimization eﬀorts work.”

“Start small and simple and get
your footing.”

Get oﬀ to an easy start for free with:

“Start simple, but use your energy,
where it counts.”

Control: Treatment:

“Show initial results and get the
company buy-in.”

Website
Landing Page
Test
Environment
Landing Page
Test
Environment
Landing Page
Test
Environment
Landing Page
Test
Environment
CRO based on
ﬁndings from
LPO

“Pick all the low-hanging fruits.”

1. Messaging
2. Forms
3. Call-to-Action Buttons
3 low-hanging fruits on your landing pages:

Messaging - clarity & relevance are king

YOU WORK OUT
SMARTER AT FITNESS
WORLD
Control:

YOU WORK OUT
SMARTER AT FITNESS
WORLD
GROUP TRAINING &
FITNESS AT YOUR
LOCAL GYM
Control:
Treatment:

YOU WORK OUT
SMARTER AT FITNESS
WORLD
GROUP TRAINING &
FITNESS AT YOUR
LOCAL GYM
During the campaign, the treatment
sold 38.46% more gym
memberships.
Control:
Treatment:

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Control:

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Control:
Treatment:

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Control:
Treatment:
99.4% more conversions
Statistical Conﬁdence 99%

1. Use the word, “get” when you are drafting your headlines
2. Ask yourself, “why”, “what”, “why”
2 tips for writing high-impact landing page copy

Forms - give me a good reason to ﬁll out your form

Control: Treatment:

Control: Treatment:
83.75% more conversions

CTA Buttons - relevant copy and “stand-out” design

Control: Treatment:

90% higher CTR
During the campaign, the
treatment got 90% more clicks.
Control: Treatment:

Control: Treatment:
31.03% more payments

Control: Treatment:
35.81% more payments

CTA
ConversionBounce
The tipping point between bounce and conversion

1. Design (color, shape, size)
2. Copy (text in the button)
CTAs consist of two overall elements:

1. Design answers the question, “Where should I click?”
2. Copy, answers the question, “Why should I click?”
CTAs consist of two overall elements:

1. Design (color, shape, size)

2. Copy (text in the button)
Value and relevance = clicks
Focus on what the prospect gets by clicking the CTA

Negative:
Button Copy Landing Page Gym Membership:
The prospects’ motivation is to get a membership at a local gym
(the actual location of the gym is crucial)
When they click the button, they’ll get the opportunity to ﬁnd a
gym and buy a membership

Negative: Ad value:

Negative: Ad value: Ad relevance:

4. How do we set up an A/B test?

A (control) B (treatment)
A/B-test

“Start with simple A/B tests
- 1 control vs. 1 treatment”

Control: Treatment:

Video “How to set up an A/B test in 2 minutes”

“The only thing that’s worse than
not testing is relying on bad data.”

1. Conﬁdence level
2. Conversion range
3. Sample size
Statistical Signiﬁcance - 3 Basic Factors:

Confidence level
+
Conversion range
+
Sample size
=
Statistical Significance
Statistical Significance - 3 Basic Factors:

Is A in fact better than B - or are the
results random?
A (Control): B (Treatment):

How likely is it that A is better than B?
A (Control): B (Treatment):

Conﬁdence Level

99% Confidence Level
=
1% chance that numbers are off
60% Confidence Level
=
40% chance that numbers are off

Conversion Range

Conversion Range
Conversion range (A) 0.91 - 2.91%
Conversion range (A) 1.58 - 3.58%
1%
1%

Sample Size

SampleSize
Reliability Level
Low High
LargeSmall
z
SampleSize
Reliability Level
Low High
LargeSmall

A lot can happen within the ﬁrst 100 conversions
155 conversions / 1977 visitors

Get as close to a 99% Conﬁdence Level as possible
Sample Size large enough to allow at least 100
conversions
Conversion Range of <±1%
Summary Guidelines:
Look for ﬂuctuations (diamond shapes)

Q&A

Additional Resources from Michael
ContentVerve.com
Twitter.com/ContentVerve
Facebook.com/ContentVerve

Additional Resources from Unbounce
twitter.com/unbounce
unbounce.com/blog
The Ultimate Guide to A/B Testing
(we’ll send you these in the follow up email)

Stick Around
Learn to Set Up Your
First Landing Page & Test with Unbounce
See How to Test and Optimize Buttons
for Free with buttonoptimizer.com

A/B Testing Essentials Unwebinar with Michael Aagaard

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