Live Customer Webinar: Creative Optimization through A/B Testing
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The document serves as a guide for creative optimization using A/B testing, emphasizing its importance in conversion rate optimization (CRO). It outlines what to test, providing examples such as banner images and landing pages, and explains the structured approach required to set up effective tests. Additionally, the guide includes information on calculating confident results based on sample sizes and defines key terms related to A/B testing.
Live Customer Webinar: Creative Optimization through A/B Testing
- 1. LinkedIn Lead Accelerator Guide to A/B Testing
- 2. Nicki Powers Marketing Automation Consultant LinkedIn @nickipowers Creative Optimization through A/B Testing
- 3. 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
- 5. 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?
- 6. 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
- 7. What to Test & How to Test it
- 8. Low-Friction, High-Impact Tests What to Test Banner Images and Ad Copy Landing Pages
- 9. Social Ads • Presence of Intro. Text vs. No Intro. Text • Short & Conversational vs. Long & Informative • Ask a Question vs. Call to Action Intro. Text
- 10. Social Ads • Text vs. No Text • Illustration vs. Photography • Presence of Call-to-Action Button vs. No Button Images
- 11. Social Ads • Description of Content Offer vs. Question • Short Copy vs. Long Copy • Action-oriented vs. Thought-provoking Headline & Link Description
- 12. Display Ads • Dark vs. Light Color Palette • Illustration vs. Photography • Call to Action Button Color / Copy • Call to Action Button Placement What to Test
- 13. Test One Element At a Time
- 14. Setting Up Your A/B Tests
- 18. Calculating Confident Results Version A Version B 10,936 impressions 10,768 impressions 1,396 clicks 1,824 clicks .167% Click-thru Rate .129%
- 19. 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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