The Basics of A/B Testing for Subscription Content

Perhaps you've been told you should be "testing" to discover how to optimize your site for conversions and subscription sales. But do you have enough traffic to test? And how do you know what to test? Or if your tests are scientifically sound? In this brief How-To, we asked testing expert Justin Rondeau of WhichTestWon to explain the basics of A/B split testing so that you can test with confidence and interpret your results wisely. Plus, discover the most popular testing tools, and alternative data-driven tactics for sites without enough traffic to test.
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Subscription Insider is uniquely focused on the business of subscriptions.

Subscription Insider is uniquely focused on the business of subscriptions.
We deliver the information, training and research that subscription entrepreneurs, executives, and their teams need to support improved decision making, skills, and profitability.

IndiaProperty.com Generates Both B2B and B2C Revenues from Its Real Estate Listings Site

Real estate listings are almost always a profitable venture online, and almost always supported by advertising. But IndiaProperty.com is unique in its ability to sell subscriptions on both its B2B and B2C sides, in part because of its good fortune of launching during a boom in India's real estate market. CEO Ganesh Vasudevan spoke to us about how the site is selling individual and group subscriptions to construction companies and real estate sellers, as well as upselling consumers into AssistedProperty.com, a search service that helps Indians living abroad vet and buy property in India. Plus, given Vasudevan's experience with dating sites, this is a great Case Study for anyone interested in A/B test results on page design and button color, or how to maximize SEO and SEM.
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Subscription Insider is uniquely focused on the business of subscriptions.

Subscription Insider is uniquely focused on the business of subscriptions.
We deliver the information, training and research that subscription entrepreneurs, executives, and their teams need to support improved decision making, skills, and profitability.

Fast Fitness to Go Converts 11% to Email Opt-In and 2.5% to Paying Subscriber with Timed Offer

With a novel concept in a competitive niche, Fast Fitness to Go shows how a subscription site can generate reliable revenue early on compared to most online start-ups. Founder Shay de Silva spoke with us about the key factors in creating downloadable exercise videos for traveling professionals, what Wordpress plugins have helped her push conversions, and why she's pursuing group subscription opportunities for her B2C site. Plus, learn how the site converts 11% of visitors to its email list and 2.5% to paying subscriber.
Hello! If you are a paying Subscription Insider Member, please log in below to continue reading. Otherwise, click subscribe below to enjoy access to all of our premium content.

Subscription Insider is uniquely focused on the business of subscriptions.

Subscription Insider is uniquely focused on the business of subscriptions.
We deliver the information, training and research that subscription entrepreneurs, executives, and their teams need to support improved decision making, skills, and profitability.

Popular Science Profits from iPad App, But Struggles to Get Marketing Data

In 2010, Popular Science was one of the first consumer magazines to launch an iPad edition and has made more than $1.5 million from it to date. In this in-depth Case Study, Robert Cohn, Consumer Marketing Director at parent company Bonnier, reveals the many lessons learned from abandoning a free trial model for a composite prototype model that converts better, to the frustrations of getting data from Apple. This Case Study also includes tips and tricks for publishing and pricing tablet editions for Nook, Kindle, Android devices and Zinio. If you're remotely interested in tablet publishing, this is the a must-read!
Hello! If you are a paying Subscription Insider Member, please log in below to continue reading. Otherwise, click subscribe below to enjoy access to all of our premium content.

Subscription Insider is uniquely focused on the business of subscriptions.

Subscription Insider is uniquely focused on the business of subscriptions.
We deliver the information, training and research that subscription entrepreneurs, executives, and their teams need to support improved decision making, skills, and profitability.

Subscription Site Critiques

Looking to revamp your site and improve conversions? Watch as Justin Rondeau, Editor of WhichTestWon, and Insider Editor Minal Bopaiah critique seven subscription websites. You'll learn conversion page design tricks, copywriting tips and general best practices, all of which can help you sell more online subscriptions and increase revenues!
Hello! If you are a paying Subscription Insider Member, please log in below to continue reading. Otherwise, click subscribe below to enjoy access to all of our premium content.

Subscription Insider is uniquely focused on the business of subscriptions.

Subscription Insider is uniquely focused on the business of subscriptions.
We deliver the information, training and research that subscription entrepreneurs, executives, and their teams need to support improved decision making, skills, and profitability.

Surfline Turns Weather Updates into a 7-Figure B2C Subscription Business

Surfline started out as a pay-per-call telephone service, providing surf conditions to surfing enthusiasts, but entered the Internet age in 1995 with live HD streams of surf breaks. Vice President of Subscriptions and Product Marketing George Roletter spoke to us about how Surfline has used A/B testing to get 30% of visitors who enter the trial funnel to convert. Plus, discover how this B2C site is able to retain up to 93% of subscribers!
Hello! If you are a paying Subscription Insider Member, please log in below to continue reading. Otherwise, click subscribe below to enjoy access to all of our premium content.

Subscription Insider is uniquely focused on the business of subscriptions.

Subscription Insider is uniquely focused on the business of subscriptions.
We deliver the information, training and research that subscription entrepreneurs, executives, and their teams need to support improved decision making, skills, and profitability.

Surfline Promotes Premium Subs to Trial Abandons

Surfline is a B2C site for surfing enthusiasts that offers a 15-day free trial to prospects. By splitting its trial conversion process into four steps, the site is able to market to trial prospects who abandon the cart by asking for an email address in the first step. .
Hello! If you are a paying Subscription Insider Member, please log in below to continue reading. Otherwise, click subscribe below to enjoy access to all of our premium content.

Subscription Insider is uniquely focused on the business of subscriptions.

Subscription Insider is uniquely focused on the business of subscriptions.
We deliver the information, training and research that subscription entrepreneurs, executives, and their teams need to support improved decision making, skills, and profitability.

FT.com Welcomes Registered Users with 5-Part Email Series

When your niche is flooded with free competitors, user engagement from the get-go is critical. See how The Financial Times nurtures engagement among registered users with their five-part email series.
Hello! If you are a paying Subscription Insider Member, please log in below to continue reading. Otherwise, click subscribe below to enjoy access to all of our premium content.

Subscription Insider is uniquely focused on the business of subscriptions.

Subscription Insider is uniquely focused on the business of subscriptions.
We deliver the information, training and research that subscription entrepreneurs, executives, and their teams need to support improved decision making, skills, and profitability.

Angie’s List Uses Special Offer to Convert Visitors to Paying Subs

In this marketing sample, In order to lure "window" shoppers back, Angie's List doesn't just send a welcome email to email opt-ins -- it sends a special offer and discounted membership.
Hello! If you are a paying Subscription Insider Member, please log in below to continue reading. Otherwise, click subscribe below to enjoy access to all of our premium content.

Subscription Insider is uniquely focused on the business of subscriptions.

Subscription Insider is uniquely focused on the business of subscriptions.
We deliver the information, training and research that subscription entrepreneurs, executives, and their teams need to support improved decision making, skills, and profitability.

Testing Mom’s Simple Email Gets Users Started Quickly

In this Sample, Testing Mom, a site which gives parents the tools, content and support they need to make sure their child is prepared for all of life's tests, keeps things simple with its welcome email, but also masters the art of brevity. With this no-nonsense, no graphics email, users not only get a reminder of their login ID and password, but one clear first step to take -- a great way to get registered users to act right away!
Hello! If you are a paying Subscription Insider Member, please log in below to continue reading. Otherwise, click subscribe below to enjoy access to all of our premium content.

Subscription Insider is uniquely focused on the business of subscriptions.

Subscription Insider is uniquely focused on the business of subscriptions.
We deliver the information, training and research that subscription entrepreneurs, executives, and their teams need to support improved decision making, skills, and profitability.

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