WEBVTT

00:00:00.100 --> 00:00:03.180
Would a clearer invitation help more readers sign up?

00:00:03.460 --> 00:00:07.460
With WConvert Pro, we’ll test two Friday Letter headlines, keep

00:00:07.460 --> 00:00:09.860
the rest of the offer the same, and learn how to

00:00:09.860 --> 00:00:11.180
compare the results.

00:00:11.400 --> 00:00:13.840
Start with a published signup campaign.

00:00:13.960 --> 00:00:18.680
In its More actions menu, choose Create A/B test.

00:00:18.760 --> 00:00:21.680
WConvert makes a draft copy marked B.

00:00:21.960 --> 00:00:25.720
Keep the original published, and change one thing so the comparison

00:00:25.720 --> 00:00:27.600
answers a useful question.

00:00:27.800 --> 00:00:30.960
Our original says Join The Friday Letter.

00:00:31.080 --> 00:00:34.520
Version B says Make room for one good read.

00:00:34.600 --> 00:00:36.400
It leads with the benefit.

00:00:36.520 --> 00:00:40.840
Keep the supporting copy, button, consent, design and destination

00:00:40.840 --> 00:00:41.760
the same.

00:00:41.880 --> 00:00:43.920
You can also test different templates.

00:00:44.200 --> 00:00:46.720
Here, we’re changing only the headline.

00:00:46.933 --> 00:00:49.533
Check Display rules before publishing.

00:00:49.653 --> 00:00:53.733
Both versions need the same page, audience, opening delay and

00:00:53.733 --> 00:00:55.133
visitor limits.

00:00:55.293 --> 00:00:58.653
Here, the invitation appears on our reading-room page after five

00:00:58.693 --> 00:00:59.653
seconds.

00:00:59.653 --> 00:01:03.133
A draft variant doesn’t join the live test until you publish

00:01:03.133 --> 00:01:03.533
it.

00:01:03.767 --> 00:01:07.487
With the draft saved, review and publish version B.

00:01:07.607 --> 00:01:09.567
Leave the original published too.

00:01:09.687 --> 00:01:13.447
Visitors are assigned by browser, so returning in the same browser

00:01:13.447 --> 00:01:15.767
can keep showing the same headline.

00:01:15.767 --> 00:01:18.927
A phone and a laptop may receive different versions.

00:01:19.133 --> 00:01:23.093
Before measuring performance, test that each form works.

00:01:23.213 --> 00:01:25.213
Here is the original headline.

00:01:25.373 --> 00:01:29.173
Enter a test email, accept the consent wording, and submit.

00:01:29.533 --> 00:01:32.253
Check the confirmation and its saved lead.

00:01:32.333 --> 00:01:36.213
A preview alone doesn’t prove that a real signup is stored.

00:01:36.433 --> 00:01:40.673
Use separate fresh browser sessions until you’ve seen both versions.

00:01:40.753 --> 00:01:43.033
A new session doesn’t guarantee B.

00:01:43.393 --> 00:01:46.313
Check the second headline and submit another test.

00:01:46.593 --> 00:01:50.113
Both forms should behave the same; newsletter subscription and

00:01:50.113 --> 00:01:53.513
email delivery need a separate check with your email service.

00:01:53.733 --> 00:01:56.093
Open the test submission in Leads.

00:01:56.213 --> 00:01:59.533
Check the campaign, email and consent wording.

00:01:59.533 --> 00:02:02.093
Both versions have saved their signups.

00:02:02.093 --> 00:02:05.373
Keep these test submissions outside the dates you use to compare

00:02:05.613 --> 00:02:06.333
performance.

00:02:06.533 --> 00:02:10.093
After the test has run, open the campaign report and choose

00:02:10.093 --> 00:02:12.573
the dates when both versions were live.

00:02:12.693 --> 00:02:15.293
Then open Compare variants.

00:02:15.413 --> 00:02:21.213
Here, A has 124 signups from 2,480 displays: five percent.

00:02:22.533 --> 00:02:28.333
B has 189 from 2,520: seven point five percent.

00:02:28.613 --> 00:02:31.453
That is two point five percentage points higher.

00:02:31.667 --> 00:02:34.867
Compare the rates, not just signup totals.

00:02:34.947 --> 00:02:39.267
These are displays, not unique people, and enough traffic to compare

00:02:39.267 --> 00:02:40.947
is still not proof.

00:02:41.107 --> 00:02:43.707
Avoid stopping at the first small lead.

00:02:43.987 --> 00:02:47.707
When you decide, choose Use this variant under B.

00:02:47.987 --> 00:02:52.187
Confirming retires the other design but keeps its reporting history.

00:02:52.400 --> 00:02:55.720
Finally, open the page in a fresh browser session.

00:02:56.000 --> 00:02:58.400
The selected headline is now live.

00:02:58.480 --> 00:03:01.680
Submit once more and check the saved lead, so choosing a

00:03:01.680 --> 00:03:04.120
design ends with a working signup.

00:03:04.333 --> 00:03:09.053
One change, two working forms, and a comparison you can explain.

00:03:09.053 --> 00:03:12.053
Test a headline that makes the benefit clearer.

00:03:12.053 --> 00:03:15.733
Give both versions comparable traffic, review the results, and

00:03:15.733 --> 00:03:18.133
keep checking the signup after you choose.