Easy A/B Testing Tips for Top-of-Funnel Leads

By Acadia Otlowski

When you first introduce yourself to potential customers, aka top-of-funnel leads, you don’t know much about them except for the small amount of interest they expressed to end up on your mailing list.

How do you know which CTA button color they will respond to best? What subject line will get them to open your email in the first place?

Top-of-funnel leads are a blank slate for testing. Here, you can experiment to figure out what your leads like and what they don’t, before they end up too deep in the funnel.

What interesting is that, more often than not, top-of-funnel engagement data and A/B testing leads to more questions than answers. It’s more like asking questions to learn what other questions you can ask. In today’s post, we not only go into what questions you can ask using A/B testing, but also how to turn those questions into experiments you can act upon.

Break It Up

First, take your email and separate it into elements. This is a critical step.

Each and every element of an email required a design decision. When you made the email initially, you may have used a template and didn’t decide on each and every one of the elements.

But each element that isn’t optimized is one that could make or break the success of your emails.

Here are some elements to look at:

  • Subject line
  • Titles
  • Body copy
  • Logos
  • CTA
  • Images (or lack thereof)
  • Background color

From here, you must analyze each element and expose any potential weakness. Learn how.

Continue reading…

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