BBADM 6th Semester

Lead Generation & E-Marketing (BBADMC602)

BBADM 2021
2023-2024

Study Material - 2
Lead Generation & E-Marketing (BBADMC602)
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Table of Contents

Sl. No. Topics Page No.

1 What is A/B Testing 2-5
2 How to do A/B Testing 5-8
3 Selecting landing pages after A/B Testing 9
4 Converting leads into sales 10
5 Creating lead nurturing strategy 11-13
6 Understanding lead funnel 13-14
7 Steps in lead nurturing 14-15

1
Rupam Dhani
Assistant Professor, Department of Management
Brainware University, Kolkata
BBADM 6th Semester
Lead Generation & E-Marketing (BBADMC602)
BBADM 2021
2023-2024

What is A/B testing?

A/B testing (also known as split testing or bucket testing) is a methodology for comparing two
versions of a webpage or app against each other to determine which one performs better. A/B
testing is essentially an experiment where two or more variants of a page are shown to users at
random, and statistical analysis is used to determine which variation performs better for a given
conversion goal.

Running an A/B test that directly compares a variation against a current experience lets you
ask focused questions about changes to your website or app and then collect data about the
impact of that change.
Testing takes the guesswork out of website optimization and enables data-informed decisions
that shift business conversations from "we think" to "we know." By measuring the impact that
changes have on your metrics, you can ensure that every change produces positive results.

How A/B testing works

In an A/B test, you take a webpage or app screen and modify it to create a second version of
the same page. This change can be as simple as a single headline, button or be a complete
redesign of the page. Then, half of your traffic is shown the original version of the page (known
as control or A) and half are shown the modified version of the page (the variation or B).

2
Rupam Dhani
Assistant Professor, Department of Management
Brainware University, Kolkata
BBADM 6th Semester
Lead Generation & E-Marketing (BBADMC602)
BBADM 2021
2023-2024

As visitors are served either the control or variation, their engagement with each experience is
measured and collected in a dashboard and analyzed through a statistical engine. You can then
determine whether changing the experience (variation or B) had a positive, negative or neutral
effect against the baseline (control or A).

Why you should A/B test

A/B testing allows individuals, teams and companies to make careful changes to their user
experiences while collecting data on the impact it makes. This allows them to construct
hypotheses and to learn what elements and optimizations of their experiences impact user
behavior the most. In another way, they can be proven wrong—their opinion about the best
experience for a given goal can be proven wrong through an A/B test.
More than just answering a one-off question or settling a disagreement, A/B testing can be used
to continually improve a given experience or improve a single goal like conversion rate
optimization (CRO) over time.
3
Rupam Dhani
Assistant Professor, Department of Management
Brainware University, Kolkata
BBADM 6th Semester
Lead Generation & E-Marketing (BBADMC602)
BBADM 2021
2023-2024

A B2B technology company may want to improve their sales lead quality and volume from
campaign landing pages. In order to achieve that goal, the team would try A/B testing changes
to the headline, subject line, form fields, call-to-action and overall layout of the page to
optimize for reduced bounce rate, increased conversions and leads and improved click-through
rate.
Testing one change at a time helps them pinpoint which changes had an effect on visitor
behavior, and which ones did not. Over time, they can combine the effect of multiple winning
changes from experiments to demonstrate the measurable improvement of a new experience
over the old one.
This method of introducing changes to a user experience also allows the experience to be
optimized for a desired outcome and can make crucial steps in a marketing campaign more
effective.
By testing ad copy, marketers can learn which versions attract more clicks. By testing the
subsequent landing page, they can learn which layout converts visitors to customers best. The
overall spend on a marketing campaign can actually be decreased if the elements of each step
work as efficiently as possible to acquire new customers.

A/B testing can also be used by product developers and designers to demonstrate the impact of
new features or changes to a user experience. Product onboarding, user engagement, modals
4
Rupam Dhani
Assistant Professor, Department of Management
Brainware University, Kolkata
BBADM 6th Semester
Lead Generation & E-Marketing (BBADMC602)
BBADM 2021
2023-2024

and in-product experiences can all be optimized with A/B testing, as long as goals are clearly
defined and you have a clear hypothesis.

A/B testing process / How to do A/B Testing -

The following is an A/B testing framework you can use to start running tests:
• Collect data: Your analytics tool (for example Google Analytics) will often provide
insight into where you can begin optimizing. It helps to begin with high traffic areas of
your site or app to allow you to gather data faster. For conversion rate optimization,
make sure to look for pages with high bounce or drop-off rates that can be improved.
Also consult other sources like heatmaps, social media and surveys to find new areas
for improvement.
• Identify goals: Your conversion goals are the metrics that you are using to determine
whether or not the variation is more successful than the original version. Goals can be
anything from clicking a button or link to product purchases.
• Generate test hypothesis: Once you've identified a goal you can begin generating A/B
testing ideas and test hypotheses for why you think they will be better than the current
version. Once you have a list of ideas, prioritize them in terms of expected impact and
difficulty of implementation.
• Create different variations: Using your A/B testing software (like Optimizely
Experiment), make the desired changes to an element of your website or mobile app.
This might be changing the color of a button, swapping the order of elements on the
page template, hiding navigation elements, or something entirely custom. Many leading
A/B testing tools have a visual editor that will make these changes easy. Make sure to
test run your experiment to make sure the different versions as expected.
• Run experiment: Kick off your experiment and wait for visitors to participate! At this
point, visitors to your site or app will be randomly assigned to either the control or
variation of your experience. Their interaction with each experience is measured,
counted and compared against the baseline to determine how each performs.
• Wait for the test results: Depending on how big your sample size (the target audience)
is, it can take a while to achieve a satisfactory result. Good experiment results will tell
you when the results are statistically significant and trustworthy. Otherwise it would be
hard to tell if your change truly made an impact.
• Analyze results: Once your experiment is complete, it's time to analyze the results.
Your A/B testing software will present the data from the experiment and show you the
difference between how the two versions of your page performed and whether there is
a statistically significant difference. It is important to achieve statistically significant
results so you’re confident in the outcome of the test.

5
Rupam Dhani
Assistant Professor, Department of Management
Brainware University, Kolkata
BBADM 6th Semester
Lead Generation & E-Marketing (BBADMC602)
BBADM 2021
2023-2024

If your variation is a winner, congratulations ! See if you can apply learnings from the
experiment on other pages of your site and continue iterating on the experiment to improve
your results. If your experiment generates a negative result or no result, don't worry. Use the
experiment as a learning experience and generate new hypothesis that you can test.

Whatever your experiment's outcome, use your experience to inform future tests and
continually iterate on optimizing your app or site's experience.

A/B test results

Depending on the type of website or app you’re testing on, goals will differ. For example, retail
website would run more tests to optimize for purchases, where a B2B website might run more
experiments to optimize for leads.
This also means your results will look different depending on the type of site or app you have.
Typically, the goals are set before starting the A/B test, and evaluated at the end. Some A/B
testing tools allow you to peek at results real-time as they come in, or change the goals of your
tests after completing the experiment.
A test results dashboard shows 2 (or more) variants, their respective audience and it’s goal
completions. Say you optimize for clicks on a call-to-action (CTA) on a website, a typical view
would contain visitors and clicks, as well as a conversion rate — the percentage of visitors that
resulted in a conversion.

6
Rupam Dhani
Assistant Professor, Department of Management
Brainware University, Kolkata
BBADM 6th Semester
Lead Generation & E-Marketing (BBADMC602)
BBADM 2021
2023-2024

Segmenting A/B tests

Larger sites and apps often employ segmentation for their A/B tests. If your number of visitors
is high enough, this is a valuable way to test changes for specific sets of visitors. A common
segment used for A/B testing is splitting out new visitors versus return visitors. This allows
you to test changes to elements that only apply for new visitors, like signup forms.
On the other hand, a common A/B testing mistake made is to create audiences for tests that are
too small. Therefore it can take a long time to achieve statistically significant results and tell
what impact your change had on a particular website visitors. So it is important to check how
large your segments are before starting an experiment to prevent false positives.

A/B testing & SEO

Google permits and encourages A/B testing and has stated that performing an A/B or
multivariate test poses no inherent risk to your website’s search rank. However, it is possible
to jeopardize your search rank by abusing an A/B testing tool for purposes such as cloaking.
Google has articulated some best practices to ensure that this doesn’t happen:
• No cloaking: Cloaking is the practice of showing search engines different content than
a typical visitor would see. Cloaking can result in your site being demoted or even
removed from the search results. To prevent cloaking, do not abuse visitor segmentation
to display different content to Googlebot based on user-agent or IP address.
• Use rel="canonical": If you run a split test with multiple URLs, you should use
the rel="canonical" attribute to point the variations back to the original version of the
page. Doing so will help prevent Googlebot from getting confused by multiple versions
of the same page.
7
Rupam Dhani
Assistant Professor, Department of Management
Brainware University, Kolkata
BBADM 6th Semester
Lead Generation & E-Marketing (BBADMC602)
BBADM 2021
2023-2024

• Use 302 redirects instead of 301s: If you run a test that redirect the original URL to a
variation URL, use a 302 (temporary) redirect vs a 301 (permanent) redirect. This tells
search engines such as Google that the redirect is temporary and that they should keep
the original URL indexed rather than the test URL.
A media company might want to increase readership, increase the amount of time readers spend
on their site, and amplify their articles with social sharing. To achieve these goals, they might
test variations on:
• Email sign-up modals
• Recommended content
• Social sharing buttons
A travel company may want to increase the number of successful bookings are completed on
their website or mobile app, or may want to increase revenue from ancillary purchases. To
improve these metrics, they may test variations of:
• Homepage search modals
• Search results page
• Ancillary product presentation
An e-commerce company might want to improve their customer experience, resulting in an
increase in the number of completed checkouts, the average order value, or increase holiday
sales. To accomplish this, they may A/B test:
• Homepage promotions
• Navigation elements
• Checkout funnel components
A technology company might want to increase the number of high-quality leads for their sales
team, increase the number of free trial users, or attract a specific type of buyer. They might
test:
• Lead form fields
• Free trial signup flow
• Homepage messaging and call-to-action

A/B Testing Examples

These A/B testing case studies show the types of results the world's most innovative companies
have seen through A/B testing with Optimizely's solution Experiment

8
Rupam Dhani
Assistant Professor, Department of Management
Brainware University, Kolkata
BBADM 6th Semester
Lead Generation & E-Marketing (BBADMC602)
BBADM 2021
2023-2024

Selecting Landing Page

To select the best landing page after A/B testing, these steps need to be followed:
1. Define your goal and metric. Because you want to measure the effectiveness of
your landing page, you need to specify what action you want your visitors to
take on your landing page and how you will track it. For example, if your goal
is to increase the number of newsletter subscribers, your metric could be the
conversion rate (the percentage of visitors who subscribe).
2. Create two versions of your landing page. Because you want to test the impact
of one element on your metric, you need to create two versions of your landing
page that are identical except for that element. You can use tools like Crazy Egg
or Leadpages to create and test your landing pages. For example, you could
change the headline, the call to action, the image, or the layout of your landing
page and see which one generates more conversions.
3. Split your traffic evenly between the two versions. Because you want to ensure
that your test results are not influenced by external factors, such as time of day,
location, or device, you need to randomly assign your visitors to either the
control or the variation. You can use tools like Google Optimize or AB Tasty to
split your traffic and run your test.
4. Run the test for a sufficient period of time or until you reach a statistically
significant result. Because you want to have enough data to draw a valid
conclusion, you need to run your test for a long enough time or until you reach
a certain level of confidence in your results. You can use tools like Optimizely
or VWO to monitor your test performance and determine when to stop your test.
5. Analyze the results and select the winner. Because you want to know which
version of your landing page achieved your goal better, you need to compare
the metrics of your two versions and see which one has a higher conversion rate.
You can use tools like Google Analytics or Kissmetrics to analyze your data
and select the winner. You can also use tools like Crazy Egg or Hotjar to
visualize the behavior of your visitors on your landing pages and understand
why they converted or not.
6. Implement the winning version and optimize further. Because you want to
maximize your conversions, you need to implement the winning version of your
landing page and make it live for your audience. You can use tools like
Unbounce or Instapage to publish your winning landing page and make it live.
You can also continue to test and improve other elements of your landing page
to increase your conversion rate.

9
Rupam Dhani
Assistant Professor, Department of Management
Brainware University, Kolkata
BBADM 6th Semester
Lead Generation & E-Marketing (BBADMC602)
BBADM 2021
2023-2024

Converting leads into sales

It is the ultimate goal of any business. Here are some ways to achieve that:
• Follow up with leads quickly. According to a study by Harvard Business Review,
companies that contact leads within an hour are seven times more likely to qualify them
than those who wait longer.
• Go for quality and segment. Not all leads are created equal. You need to identify the
most qualified leads and segment them based on their needs, interests, and stage in the
buyer’s journey. This will help you tailor your messages and offers to their specific pain
points and goals.
• Break down walls between sales and marketing. Sales and marketing alignment is
crucial for converting leads to sales. You need to ensure that both teams have a clear
understanding of the lead generation and conversion process, share the same goals and
metrics, and communicate effectively.
• Funnel your leads. A sales funnel is a visual representation of the steps a lead takes
from becoming aware of your product or service to making a purchase. You need to
create a sales funnel that guides your leads through each stage, providing them with
relevant information, value, and trust.
• Qualify your leads. Qualifying leads means determining how likely they are to buy
from you, based on their fit, interest, and behavior. You can use tools like Ruler
Analytics to track and measure your leads’ actions and interactions with your website,
emails, and calls. This will help you prioritize your leads and focus on the ones that are
most likely to convert.
• Get smart with your touchpoints. A touchpoint is any point of contact between your
business and your lead, such as a website visit, an email, a call, or a social media
interaction. You need to optimize your touchpoints to provide value, build rapport, and
move your leads closer to a sale. You can use tools like Chili Piper to automate and
personalize your touchpoints, such as scheduling meetings, sending reminders, and
following up.
• Teach your audience. Today’s buyers are more informed and empowered than ever
before. They do their own research and compare different options before making a
decision. Therefore, you need to position yourself as an expert and a trusted advisor,
rather than a salesperson. You can do this by creating and sharing valuable content,
such as white papers, videos, infographics, and webinars, that educates and solves your
leads’ problems.
• Ask for the sale. After you have provided your leads with enough information, value,
and trust, you need to ask for the sale. This means making a clear and compelling offer,

10
Rupam Dhani
Assistant Professor, Department of Management
Brainware University, Kolkata
BBADM 6th Semester
Lead Generation & E-Marketing (BBADMC602)
BBADM 2021
2023-2024

highlighting the benefits and urgency, and overcoming any objections or concerns. You
can use tools like Salesforce to manage your sales pipeline, track your progress, and
close more deals.

Creating lead nurturing strategy development

Lead nurturing is the process of building meaningful relationships with your prospective
customers, by providing them with appropriate and relevant content at every stage of the
buyer’s journey. Lead nurturing can help you improve your lead quality, shorten your sales
cycles, and increase your conversions.
Here are some steps to create a lead nurturing strategy:
• Set your goals and metrics. You need to define what you want to achieve with your lead
nurturing strategy and how you will measure your success. For example, your goal
could be to increase the number of qualified leads, and your metric could be the lead-
to-customer conversion rate.
• Do lead scoring. You need to identify and prioritize the most valuable leads for your
business, based on their fit, interest, and behavior. You can use tools like Ruler
Analytics to track and score your leads based on their actions and interactions with your
website, emails, and calls.
• Create buyer personas. You need to understand who your ideal customers are, what
their needs and challenges are, and how they make buying decisions. You can use tools
like HubSpot to create and segment your buyer personas based on their demographics,
psychographics, and goals.
• Create relevant content. You need to create and deliver content that matches your buyer
personas’ needs and interests at each stage of the buyer’s journey. You can use tools
like Visme to create and distribute engaging content, such as blog posts, ebooks,
infographics, videos, and webinars.
• Launch lead nurturing campaigns. You need to use various channels and tactics to
communicate with your leads and move them through your sales funnel. You can use
tools like ActiveCampaign to automate and personalize your email, SMS, and chat
campaigns, and tools like Chili Piper to schedule meetings, send reminders, and follow
up.
• Track results and optimize. You need to monitor and analyze your lead nurturing
performance and see what works and what doesn’t. You can use tools like Databox to
measure and visualize your lead nurturing metrics, such as open rates, click-through
11
Rupam Dhani
Assistant Professor, Department of Management
Brainware University, Kolkata
BBADM 6th Semester
Lead Generation & E-Marketing (BBADMC602)
BBADM 2021
2023-2024

rates, conversion rates, and revenue. You can also use tools like Crazy Egg or Hotjar to
understand your leads’ behavior and feedback on your landing pages and optimize them
accordingly.

Strategies of Lead Nurturing -

Developing a lead nurturing strategy is crucial for businesses looking to build and maintain
relationships with potential customers. Here's a step-by-step guide on how to create an effective
lead nurturing strategy, including the key elements, the process, and expected results:
1. Understand Audience:
• Research: Identify your target audience and gather data on their needs, preferences, and
pain points.
• Segmentation: Divide your leads into segments based on demographics, behavior, or
preferences.
2. Define Goals:
• Clarity: Clearly outline what you want to achieve with your lead nurturing efforts.
• SMART Goals: Make sure your goals are Specific, Measurable, Achievable, Relevant,
and Time-bound.
3. Map the Customer Journey:
• Touchpoints: Identify the different stages a lead goes through before making a purchase
decision.
• Content Mapping: Create content tailored to each stage of the buyer's journey.
4. Content Creation:
• Relevance: Develop valuable content that addresses your leads' pain points and
provides solutions.
• Diversity: Use various content types such as blogs, whitepapers, videos, and webinars.
5. Choose the Right Channels:
• Multi-Channel Approach: Utilize email marketing, social media, webinars, and other
channels based on your audience's preferences.
• Automation: Implement marketing automation tools to streamline and personalize your
communication.
12
Rupam Dhani
Assistant Professor, Department of Management
Brainware University, Kolkata
BBADM 6th Semester
Lead Generation & E-Marketing (BBADMC602)
BBADM 2021
2023-2024

6. Lead Scoring:
• Criteria: Establish a lead scoring system based on engagement, behavior, and
demographics.
• Prioritization: Focus your efforts on leads that are more likely to convert.
7. Personalization:
• Dynamic Content: Tailor your messages based on the individual characteristics and
behaviors of your leads.
• Personalized Offers: Provide targeted promotions or discounts to enhance engagement.
8. Monitoring and Analysis:
• Analytics: Use analytics tools to track the performance of your lead nurturing
campaigns.
• Iterate: Regularly review your strategy and make adjustments based on the data.
9. Sales and Marketing Alignment:
• Communication: Foster collaboration between your sales and marketing teams.
• Feedback Loop: Establish a feedback loop for continuous improvement.

Understanding the Lead Funnel: Unveiling the Path to Conversion

The lead funnel, often referred to as the sales or marketing funnel, is a conceptual framework
that outlines the journey a potential customer takes from initial awareness to a final conversion.
This visual representation helps businesses comprehend and optimize their interactions with
prospects. The funnel is divided into stages, each reflecting a different level of engagement and
commitment.
1. Top of the Funnel (TOFU) - Awareness:
• At this stage, the goal is to generate awareness and attract a broad audience.
• Tactics involve content marketing, social media, and SEO to capture the
attention of potential leads.
• Leads here may have a problem but may not be actively seeking a solution.
2. Middle of the Funnel (MOFU) - Consideration:
• Leads in this stage have shown interest and are considering various solutions.
13
Rupam Dhani
Assistant Professor, Department of Management
Brainware University, Kolkata
BBADM 6th Semester
Lead Generation & E-Marketing (BBADMC602)
BBADM 2021
2023-2024

• Content should be more specific and detailed, addressing their pain points and
showcasing your brand as a viable solution.
• Email campaigns, webinars, and case studies are effective at this stage.
3. Bottom of the Funnel (BOFU) - Decision:
• Prospects are ready to make a decision, comparing specific offerings and
providers.
• Content becomes more focused on product details, testimonials, and
competitive advantages.
• Personalized communication, demos, and trials play a crucial role here.
4. Post-Purchase (Advocacy and Loyalty):
• After a successful conversion, nurturing continues to build customer loyalty.
• Encourage customer advocacy through reviews, referrals, and feedback loops.
• Satisfied customers become brand ambassadors, contributing to a positive cycle
of referrals and repeat business.
Understanding the lead funnel is essential for strategic marketing and sales efforts. It allows
businesses to tailor their messaging and engagement strategies according to where a lead is in
the buying process. By aligning content and actions with each stage, organizations can guide
prospects seamlessly through the funnel, ultimately maximizing conversion rates and fostering
long-term customer relationships.

Describe in details about Steps in lead nurturing

Lead nurturing is the process of building relationships with potential customers at every stage
of the sales funnel until they purchase. Lead nurturing helps you improve your lead quality,
shorten your sales cycles, and increase your conversions.
Here are some steps to create a lead nurturing strategy:
• Set your goals and metrics. You need to define what you want to achieve with your lead
nurturing strategy and how you will measure your success. For example, your goal
could be to increase the number of qualified leads, and your metric could be the lead-
to-customer conversion rate.
• Do lead scoring. You need to identify and prioritize the most valuable leads for your
business, based on their fit, interest, and behavior. You can use tools like Ruler
14
Rupam Dhani
Assistant Professor, Department of Management
Brainware University, Kolkata
BBADM 6th Semester
Lead Generation & E-Marketing (BBADMC602)
BBADM 2021
2023-2024

Analytics to track and score your leads based on their actions and interactions with your
website, emails, and calls.
• Create buyer personas. You need to understand who your ideal customers are, what
their needs and challenges are, and how they make buying decisions. You can use tools
like HubSpot to create and segment your buyer personas based on their demographics,
psychographics, and goals.
• Create relevant content. You need to create and deliver content that matches your buyer
personas’ needs and interests at each stage of the buyer’s journey. You can use tools
like Visme to create and distribute engaging content, such as blog posts, ebooks,
infographics, videos, and webinars.
• Launch lead nurturing campaigns. You need to use various channels and tactics to
communicate with your leads and move them through your sales funnel. You can use
tools like ActiveCampaign to automate and personalize your email, SMS, and chat
campaigns, and tools like Chili Piper to schedule meetings, send reminders, and follow
up.
• Track results and optimize. You need to monitor and analyze your lead nurturing
performance and see what works and what doesn’t. You can use tools like Databox to
measure and visualize your lead nurturing metrics, such as open rates, click-through
rates, conversion rates, and revenue. You can also use tools like Crazy Egg or Hotjar to
understand your leads’ behavior and feedback on your landing pages and optimize them
accordingly.

15
Rupam Dhani
Assistant Professor, Department of Management
Brainware University, Kolkata