Don’t be afraid to experiment with your creative. Sometimes all it takes is a simple word change or image swap to improve your conversion rates and boost your ROI—and that’s what A/B testing is all about. Getting started is easy and LinkedIn can help. Join marketing automation consultant Nicki Powers as she walks you through the basics of how to: - Set up an A/B test - Accurately measure performance - Calculate results and identify winning creative

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

4. 4
Conversion Rate
Optimization (CRO)

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

15. Lead Accelerator Setup

16. Lead Accelerator Setup

17. Lead Accelerator Setup

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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