how a/b testing can boost your school's conversion rates
TRANSCRIPT
How A/B Testing Can Boost Your School’s
Conversion Rates
Slide 1
How A/B Testing Can Boost Your School’s Conversion Rates
How A/B Testing Can Boost Your School’s
Conversion Rates
Slide 2
1) Testing your Plan B
2) Generate More Leads with Your Tested Landing Page
3) Tailor CTAs to Appeal to Student Personas
4) A/B Testing CTAs: Anyone Can Do It
5) Create Irresistible Email Campaigns with A/B Testing
6) Don’t Stop at Plan B!
Overview
Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
How A/B Testing Can Boost Your School’s
Conversion Rates
Slide 3
Higher education marketers spend a lot of time speculating
about untried tactics in their search for reliable ways to
connect with leads.
Deciding which landing page design will perform better can
be difficult, and running comparative campaigns can become
costly.
The solution: simultaneously track the results of both
choices, plan A and B, by running simple A/B tests
1. Testing your Plan B
Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
How A/B Testing Can Boost Your School’s
Conversion Rates
Slide 4
The 2013 Econsultancy Report identified A/B testing as one
of the top seven tools marketers should focus on to increase
website conversion.
According to Hubspot, A/B testing your landing pages can
help generate up to 40% more leads for your business - or
college
A/B testing is effective because it allows schools to collect
input from leads, track what they do and don’t respond to,
and customize accordingly
2. Generate More Leads with Your Tested Landing Page
Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
How A/B Testing Can Boost Your School’s
Conversion Rates
Slide 5
Start by creating two different versions of the same landing
page, so you can test how leads respond to both formats.
One at a time, make changes to colour, layout, image
selection, text, the number of fields in sign-up form, etc. –
tracking response rates with each adjustment
Test big changes first, like a background colour or image,
and then make finer tweaks as you go.
Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
Testing the Page:
How A/B Testing Can Boost Your School’s
Conversion Rates
Slide 6
Here is an example of two landing pages, ready for testing to
find out which version generates more leads with A/B
testing:
Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
How A/B Testing Can Boost Your School’s
Conversion Rates
Slide 7
Easily track the conversion results of your test landing pages
using an analytics software like this one from Google:
Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
How A/B Testing Can Boost Your School’s
Conversion Rates
Slide 8
During the early days of President Obama’s run for office,
his marketing team ran A/B tests on several campaign
webpage CTAs, including their “Sign Up” and “Learn More”
buttons
The A/B tests revealed that “Learn More” got 18.6% more
signups than it’s competitors: Obama’s subscriber persona
preferred an invitation to learn more, as opposed to a
demand to “sign up”
Does your admissions office understand the preferences of
your school’s personas and test CTA’s to determine if they’re
the best match?
3. Tailor CTAs to Appeal to Student Lead Personas
Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
How A/B Testing Can Boost Your School’s
Conversion Rates
Slide 9
Here is an example of a higher ed CTA from Trebas Institute:
If Trebas wanted to A/B test this CTA to assess the
preference of their lead personas, they might try stripping it
down to only two offers—Request Information and Apply
Online.
Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
3. Tailor CTAs to Appeal to Student Lead Personas
How A/B Testing Can Boost Your School’s
Conversion Rates
Slide 10
With all of the software and resources available today, you
don’t have to be a big data expert or coder to interpret A/B
test analytics
Optimizley, Visual Website Optimizer and Unbounce are all
great tools that will demonstrate the comparative
performance of two CTAs
Even a simple change in phrasing, colour or format can
incite users to click, and to convert
4. A/B Testing CTAs: Anyone Can Do It
Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
How A/B Testing Can Boost Your School’s
Conversion Rates
Slide 11
A great way to reach out to
leads and directly market your
school’s programs, is through
email campaigns– as long as
your emails are actually
getting opened and read!
Increase the probability of
your recipients opening your
messages by evaluating a
range of email variables, using
A/B testing.
5. A/B Test Your Way to Irresistible Email Campaigns
Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
How A/B Testing Can Boost Your School’s
Conversion Rates
Slide 12
Email analytics tools like MailChimp and Campaign Monitor run A/B
tests on a sample of recipients, and send the winning version of the
email to all subsequent recipients
Here is an example of Campaign Monitor allows users to define the
parameters of an A/B email test:
Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
How A/B Testing Can Boost Your School’s
Conversion Rates
Slide 13
Due to its potential to achieve an unprecedented level of
customization, A/B testing is now considered a must have
for higher education lead generation
With all of the testing tools available, you don’t have to stop
after testing plan B– test plans C, D and E too!
Optimize your campaigns and gain insight into your
programs’ lead personas all at the same time
6. Don’t Stop at Plan B!
Source: 3 Ways A/B Testing Can Boost Your School’s Conversion Rates
How A/B Testing Can Boost Your School’s
Conversion Rates
Slide 14
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