The Marketing Millennials 272 -How to do A/B Testing, with Alex Nazarevich, VP of Growth at Unbounce
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Jul 26, 2024 
Alex Nazarevich, VP of Growth at Unbounce, discusses the importance of A/B testing in marketing and optimizing landing pages for conversions. He emphasizes focusing on customer perspective, testing across the marketing funnel, and documenting test hypotheses. Marketers should prioritize data-driven decisions, adapt to changing industry landscapes, and optimize customer experiences to drive better results.
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A/B Testing Basics
- A/B testing involves creating a copy of a webpage and making one change.
- Run traffic to both and see which performs better, making the winner your new control.
Unbounce Hero Image Test
- Alex Nazarevich ran an A/B test on Unbounce's landing page with different hero images.
- The image he favored underperformed, while the "most boring" image improved click-through rates by 20%.
Handling Resistance to Testing
- When facing resistance to testing, suggest testing the leader's ideas.
- This fosters a culture of experimentation and focuses on conversion optimization.