Creating Page Optimizations & Experiments in B2B
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This document outlines an agenda for a B2B marketing innovation summit on creating page optimizations and experiments. The agenda includes discussions on why testing is important, different types of A/B and multivariate testing, tools for testing, best practices, customer success stories, and an exercise. Testing methodologies, priorities, metrics, and ideas are presented for calls to action, forms, copy, and more. The goal is to provide attendees with effective strategies for testing pages and experiments.
Creating Page Optimizations & Experiments in B2B
- 1. CREATING PAGE OPTIMIZATIONS & EXPERIMENTS IN B2B MARKETING INNOVATION SUMMIT FOR B2B presented by #B2BSummit | @Demandbase April 29-30, 2015 | AT&T Park, San Francisco, CA
- 2. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 2 AGENDA § Goals and Objectives § Why Test? § What is A/B testing § What is Multivariate testing § Tools you can use § Testing Best Practices § Customer Success Stories § Exercise § Q&A
- 3. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 3 Goals and Objectives: Effective Testing Strategy Reporting & Analysis Best Practices
- 4. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 4 Why test? We can’t solve problems by using the same kind of thinking we used when we created them. “ ”
- 5. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 5 TESTING METHODOLOGIES
- 6. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 6 What is A/B testing A B – VS. –
- 7. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 7 What is Multivariate testing? – VS. – 1 3 2 4
- 8. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 8 Difference between the two A/B TESTING MULTIVARIATE TESTING Less Traffic More Traffic Tests fewer variations Can test more combinations Apples and Oranges Variations of fixed elements Easy to visualize test Harder to visualize tests No risk of bad combinations Risks of bad combinations More testing rounds Fewer test rounds
- 9. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 9 Tools you can use
- 10. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 10 HOW TO GET STARTED?
- 11. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 11 6 Steps for Building a Bullet Proof Test
- 12. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 12 What can you test? Calls to Action (CTAs) Product Pricing & Promotions Headlines Product Pictures Forms Testimonials, Logos, etc.
- 13. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 13 How To Get Started Crawl Phase Walk Phase Run Phase
- 14. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 14 How to Prioritize Tests? EXPECTED UPSIDE § Monetized value (revenue or monetary value) § Engagement metrics (content engagement, forms submissions, MQLs, etc.) EASE OF IMPLEMENTATION § Measurability of results § Resources requirements § Test Complexity § Costs and timeframe per test
- 15. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 15 Use Analytics to measure, measure, measure § Ensure data is captured (UTM parameters, tagging, event tracking, etc…) § Optimization tool is correctly filtering and serving the right content § Analysis of the test § Before and After RECOMMENDED REPORTS FOR TESTING SEGMENTS 1. Overall Traffic by Audience, Industry, & Company Name 2. Account Watch Reports 3. Source of Traffic for Key Segments 4. Top 5 Landing Pages for Business Traffic by Industry 5. Engagement/Conversion Path Reporting for Target Accounts
- 16. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 16 B2B TESTING IDEAS
- 17. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 17 Testing ideas: CTA § What to Test: § Timeliness (now) § Commitment § Branded language
- 18. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 18 Testing Ideas: Number of fields WHAT TO TEST: § Remove a few form fields that aren’t essential (e.g. can address be replaced with zip code?) § Hide a few form fields and populate them behind the scenes SIGN UP FOR A FREE THING Full name Email Password Phone Company Industry Street Address City State ZIP Number of Employees Website SUBMIT Title Revenue Website traffic $35,622,000,000 Software & Technology 105,000 500 Oracle Parkway Redwood Shores CA 94065 Enterprise http://www.oracle.com Hidden Fields: 1,600,000 Oracle Corp.Company Revenue Industry Employees Address City State ZIP Audience Website Traffic SIGN UP FOR A FREE THING First Name Business Email SUBMIT Title Last Name Company
- 19. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 19 Testing Ideas: Error Messaging § What to test: § Highlight the fields in obvious colors § Create a space for error messages immediately to the right of fields § Increase the size of error messaging text § Provide immediate validation
- 20. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 20 CUSTOMER SUCCESS STORIES
- 21. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 21 Testing and Experiments – CRAWL Results: +200% increase in conversions!
- 22. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 22 Testing and Experiments - WALK § dsf +85% increase in banner click-through
- 23. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 23 Testing and Experiments – Run Default Experience Healthcare Experience
- 24. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 24 Continued testing deeper in the site Default Experience Healthcare Experience
- 25. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 25 EXERCISE
- 26. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 26 Exercise – Landing Page A/B Test § Which copy increased trial sign-ups? Version A Version B Source: http://unbounce.com/a-b-testing/shocking-results/
- 27. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 27 Exercise – Email Sign-ups § Does an email security seal help or hinder lead generation form completions? +12.6% Source: http://unbounce.com/a-b-testing/shocking-results/
- 28. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 28 Best practices for a good test § Have a hypothesis § Define success metrics § Follow the process § Wait for statistical significance § Document and share learnings from testing § Test again!
- 29. © 2015 Copyright Demandbase, Inc. Demandbase Confidential. 29 THANK YOU!