Sorry, my subject title is a little confusing, but essentially: it would be ideal if we could more specifically define the metrics of success for a given landing or website page when running A/B/multivariate tests. For post-click landing pages dedicated to lead gen, of course testing against form submissions makes sense. However, say I want to make a quality-of-life update, or I want to add more branding copy to a website or landing page that is not dedicated to lead gen specifically, and I want to ensure it's a true value-add vs. just adding noise. In this case, I would like to define what success means using HubSpot's existing metrics, like session length or bounce rate. OR, say I want to add a "from the blog/news" module to the homepage — I'd want to test into it at 50% and determine whether there's a statistically significant amount of clicks/engagements with that module that would indicate it's an engaging value-add vs. just something people may be clicking on because it's there. OR, I work in education. Say I want to announce that the application for the coming school year is live. The action I'd want the customer to take is to click from the homepage to a different page. I'd want to test different versions of that announcement (at the module, copy, and/or image levels) to determine the most engaging ways to share that information. What gets them to click? (I know that we can A/B test CTAs!) OR... speaking of working in education, most of our admissions process is held in a different CRM that is not connected to HubSpot. However, one of our programs does have an application that can be completed within HubSpot. On a lead gen page, I'd want to define A/B/multivariate success as an on-page form submission OR submission via the application form itself, which can/should also be linked from the landing page. I used to work for an amzn company with functionality similar to the engagement stuff I mentioned and would be more than happy to go into further detail for any CMS teams!
...read more