This month our team is running tests on email subject lines and our demo request page layout.

For fun, here are the tests we're running up top. Take your best guess at which versions won and I'll spill all the deets below.

This month's tests: 

EMAIL SUBJECT LINES

• No more pipeline shame {first name} vs. *New* Benchmarking report on accelerating your buyer journey

DEMO REQUEST PAGE LAYOUT 

• Copy first, form below the fold vs. Form first, copy below the fold vs. No scroll, all form.

In each case, who do you think won? The answers may surprise you. Before you read below, take a minute to make a guess. And then scroll down a bit further for the results. 

Email Subject Lines

This month, we launched a shiny new benchmark report called The New Marketing Standard: How Today's B2B Marketers Accelerate the Buyer's Journey With Content. The report features the results of 283 surveyed B2B marketers in demand and content and nearly half (48%) of respondents were C-suite executives. 

What we did: We tested two subject lines. One was cheeky (as per usual) and used personalization. The second was much more straightforward and leaned on the idea of a new benchmarking report release.

• Test A: No more pipeline shame {first name}  
• Test B: *New* Benchmarking report on accelerating your buyer journey

Why we did it: Even though we were targeting a more senior audience, we wanted to see how laying on a bit of personality would perform and tap into potential pain. Myself and my ride or die Arabi on the demand team placed our bets before we launched the test. 

Results:  I mean technically Arabi won but it's negligible. I'm calling it a draw (and not because I hate to lose).

Learnings: Not all subject lines will work on all people, that's why testing is so important. In our case, the test didn't prove one approach was better than the other. But I was happy to know my jokes are still relevant ;)

Demo Request Page Layout 

We've been running tests on our demo page for the past two months to try and optimize it for conversion—I mean, it's our demo page, for Pete's sake. 

What we did: We tested three different versions of our demo page. The first was the original. It was long, had too much copy, and the form was below the fold. 

ORIGINAL

VARIATION 1: Form above the fold

The first variation looked nearly identical to the original, the only difference being the form was moved above the fold.

VARIATION 2: Simplified page

The second variation was a completely revamped demo page. There was no scroll, we added a button to chat in the chatbot if you'd rather speak to someone or take the fast lane to a demo. We included a quote from a customer as social proof and overall kept it clean and simple.

Why we did it: Our current demo request page had too much copy and was far too long. We suspected it was causing friction for users who visit the page in search of getting in contact with a sales rep from Uberflip. We suspected changing both the copy and layout of the demo request page would increase form fill conversions and/or chat interactions on the page.

Results: Success! Both variations outperformed the original. But the simplified design we used for Variation 2 took home the W. We saw an increase in unique conversions per visitor of 9.35%. It's notable that simply moving the form above the fold increased our conversion rate by nearly 5%.

Learnings: On pages where conversion is the holy grail, you want to make the experience as frictionless as possible and remove any barriers whether it's distractions, pop-ups, scrolls, or copy. Go back to that good ole K.I.S.S. rule and "Keep it simple, silly!"

I hope this inspires you and your team to run a few tests. Hit reply on the newsletter or click here and let me know what tests you're planning or where you've found success so far.