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Live Customer Webinar: Creative Optimization through A/B Testing


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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

Published in: Marketing
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Live Customer Webinar: Creative Optimization through A/B Testing

  1. 1. LinkedIn Lead Accelerator Guide to A/B Testing
  2. 2. Nicki Powers Marketing Automation Consultant LinkedIn @nickipowers Creative Optimization through A/B Testing
  3. 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. 4 Conversion Rate Optimization (CRO)
  5. 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. 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. 7. What to Test & How to Test it
  8. 8. Low-Friction, High-Impact Tests What to Test Banner Images and Ad Copy Landing Pages
  9. 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. 10. Social Ads • Text vs. No Text • Illustration vs. Photography • Presence of Call-to-Action Button vs. No Button Images
  11. 11. Social Ads • Description of Content Offer vs. Question • Short Copy vs. Long Copy • Action-oriented vs. Thought-provoking Headline & Link Description
  12. 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. 13. Test One Element At a Time
  14. 14. Setting Up Your A/B Tests
  15. 15. Lead Accelerator Setup
  16. 16. Lead Accelerator Setup
  17. 17. Lead Accelerator Setup
  18. 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. 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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