Optimization Summit Testing Brief

Background: HubSpot has partnered with MarketingSherpa to

offer a free chapter of the 2011 MarketingSherpa Landing
Page Benchmark Report. The goal is to increase Hubspot’s
knowledge of their current email list as well as to build their
list.

Objective: To increase the amount of free chapter downloads

Primary Research Question: Which page will generate the most free chapter downloads?

Test Design: A/B multifactor split test (radical variable cluster)

Variables: For the scope of this test, we are able to adjust the following variables:
 Headline / Sub headline
 CTA
 Image
 Copy
 Page Layout

Key Constraints: Due to business objectives and the testing environment, the following
constraints apply:
 Only one treatment can be tested against the control
 No form fields can be removed, rearranged, or auto filled
 Process cannot be broken into multiple steps
 Designs must operate within available templates of the HubSpot Content Management
System

Traffic Sources: The following sources of traffic will be utilized during the duration of the testing
period. Each segment will be tracked individually.
 Email Send (HubSpot, MarketingSherpa, MarketingExperiments)
 Blog Post (HubSpot, MarketingSherpa, MarketingExperiments)
 Social Media (HubSpot, MarketingSherpa, MarketingExperiments)
Control Page
 1. Headline Options (select one)

Control – Discover the Key Components of a Successful Landing Page

Optimization Strategy

Free chapter from MarketingSherpa’s first-ever Landing Page Optimization Benchmark Report.

Option #2 – Maximize your marketing ROI with the MarketingSherpa Landing Page
Optimization Benchmark Report

Free chapter from MarketingSherpa’s first-ever Landing Page Optimization Benchmark Report.

Option #3 – Get a FREE chapter from the 2011 MarketingSherpa Landing Page
Optimization Benchmark Report (list price $447)

Discover the Key Components of a Successful Landing Page Optimization Strategy

Option #4 – Get a FREE 40-page Chapter Containing the Latest Landing Page
Optimization Research from MarketingSherpa

Discover the Key Components of a Successful Landing Page Optimization Strategy

2. Call-to-Action Options (select one)

Control – Download Now

Option #1 – Get Your Free Chapter Now

Option #2 – Get the Latest LPO Research

Option #3 – Read More ** CTA Option #3 to go with Copy Option #3 only

3. Image Options (select one)

Control Option #1 Option #2 Option #3

4. Copy Options (select one)

Control (long copy) Option #1 (short copy)

Option #2 (bullets only)

Option #3 (chapter excerpt)
5. Layout Options (select one)

Control Option #1

Option #2

Option #3