Digital Sales & Marketing
Digital Sales & Marketing
Close

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit

Virtual Selling Summit 2021 is in the works. In the meantime, enjoy the entire 2020 event on-demand, free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand
Video
Video
Close

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more
HubSpot
HubSpot
Close

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design
Close

Website Optimization Summit 2021

March 23, 2021, 25+ Speakers/Sessions, Free for IMPACT+ Pro Members or $59 for a day pass.

Learn more and registerLearn more and register

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more
How to Conduct a Successful A/B Test Blog Feature

Tom DiScipio

VP of Product, Speaker, 8+ Years Sales & Client Success Expertise

March 22nd, 2012 min read

Many people are fairly familiar with the internet marketing terms like “web analytics” and “SEO”, but one of the lesser known and used terms in search results is A/B testing.

A/B testing may not be a term that everyone is familiar with, but we’ve all undoubtedly practiced it in several different aspects of our life. A/B testing is exactly what it sounds like: you have two versions of something (i.e. landing page “A” and landing page “B”). You then put both version “A” and version “B” on the web and take measurements to see which version was better and which wasn’t.

A/B testing is an important part of any online strategy, since it will tell you what works, what doesn’t, and what may work. It helps you fine tune your marketing game so that you’ll get the best results possible. But when it comes to A/B testing, there are certain things that must be tested, though this may vary depending on your goal.

Let’s start with talking about the most common elements that are tested:

    • The headline of a web page/PPC ad/landing page, etc.
    • The product or service description.
    • The call-to-action (this involves testing several different elements, such as the wording, the size, the placement, and the color of it).
    • If you have a form, test the form’s lengths and the fields on the form.
    • The images that you have on your landing and product pages.
    • The amount of text that you have on the page you are testing (i.e. test “short” text versus “long” text).

Further Testing

Now let’s get more goal specific. Marketers like using A/B testing particularly for landing page comparisons. Landing pages are often used for sign-ups. What elements should you test in landing pages? You would probably want to test for the following:

    • The field-types in the form.
    • The length of the form.
    • Where the privacy policy is displayed.

You may also want to test the kind of media that you have on your page. You may create one page that is text only with graphics, but then have a video marketing campaign on the other page, for example.

Now, to test the elements, you may choose to set up your A/B testing in one of two ways:

Redirect People to Another Page

This is a good method for anyone who wants to test an entire page, like a different color theme or a different layout.

Replace the Element

If you’re only testing one element, like the color of a “call-to-action” button, then you can create different versions of that button in your testing tool through HTML. When your test page goes live, then the A/B tool that you use will sporadically replace the initial “call-to-action” button with one of the different versions you created.

If you have a sales website, it’s also important to test your conversion goals as well. Once you get a fair amount of visitors and conversions through your test pages, it’s time to look at the results and start figuring out what variations of the page were the cause for most of the conversions.

Additional A/B Test Tips

Remember to always test the control before you test your variations! Test both at the same time.

Don’t conclude the testing before it’s really finished (you can use one of many online calculators to help you determine the length of your A/B testing). Keep “statistical confidence” in mind. This will help you determine whether your test results are of any significance, and prevent you from reading into things too early.

If you have a regular lot of customers who come through to your site, don’t include them in your experiments.

You know that expression “trust your gut”? When it comes to stats, don’t. Trust in the stats. They don't lie.

Key Takeaways

A/B testing is essential if you want to have the best marketing campaign possible. While testing is a continuous process that you should keep up with as long as you have an online presence, it’s important to know what to test, and when to conclude testing.

Concluding a test too early could mean getting skewed results, but concluding a test too late could also have a negative effect on your campaign.

Need Help?

If A/B testing is something you are interested in but are having trouble getting started, contact us today to schedule your free marketing analysis.

Proving the ROI from Inbound Marketing
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE