A/B test gated content variants to see which content converts more leads. This automation makes it easy to deliver gated content variants to contacts who submit your Unbounce form, then track which piece of gated content leads to higher conversion rates.
Gated content is any content that can't be accessed until someone submits their contact information. Some popular types of gated content include:
- White papers
- Webinars
- Ebooks
- Checklists
- Templates
- Tutorials
With so many different types of gated content to choose from, how do you know which ones will resonate most with your contacts? Use Unbounce to assign different gated content variants to different contacts, then deliver gated content and track which piece of content performs better with this automation.
When a contact gives you their information in exchange for gated content, they expect to get that gated content delivered to their inbox ASAP. This automation takes the task of gated content delivery off your plate.
When a contact submits your gated content Unbounce form, Unbounce tags them with Variant A or Variant B. Use this automation to deliver content variant A or B to the lead, then track which piece of content leads to more conversions. You can use goal reporting to see whether more contacts who received Variant A or Variant B converted (or met some other goal condition).
Before importing this automation, make sure you have your Unbounce integration set up and your gated content form integrated with your ActiveCampaign account.
Here's how the "Unbounce: Test Gated Content Variants" automation recipe works:
1. The automation is triggered when a contact submits your Unbounce gated content form and is assigned the corresponding tag in ActiveCampaign. Make sure you adjust this trigger to the tag provided by your specific Unbounce form.
2. The automation subscribes your contact to a list of your choice. In our example, we add the contact to our Master List.
3. An If/Else condition checks if your Unbounce form tagged your contact with Variant A. If you're testing out more than 2 variants, create more If/Else actions and messages.
4. If the contact has the Variant A tag, the automation sends them an email with a link to your first gated content variant. You can also attach a PDF to your email via our Dropbox integration.
5. The automation waits 3 months. Adjust these wait step to what makes sense for your business's typical sales cycle.
6. A goal step checks to see if any contact in the Variant A pathway meets a condition at any time during the automation. Set 2 conditions for this goal step: Whatever you are using to measure the success of your gated content variants, and the specific tag assigned to the first content variant. For example, you can set this goal condition to "Has Tag Variant A" and "Has Made a Purchase" to track conversions of contacts who received the first content variant.
7. If a contact meets the Variant A goal step, the automation sends them a thank you email. (Any contacts who do not complete the goal exit the automation before this step.)
8. If the contact does not have the Variant A tag, we can assume they have the Variant B tag, so the automation sends them an email with a link to your second gated content variant. You can also attach a PDF to your email via our Dropbox integration.
9. The automation waits 3 months. Adjust these wait step to what makes sense for your business's typical sales cycle.
10. A goal step checks to see if any contact in the Variant B pathway meets a condition at any time during the automation. Set 2 conditions for this goal step: Whatever you are using to measure the success of your gated content variants, and the specific tag assigned to the second content variant. For example, you can set this goal condition to "Has Tag Variant B" and "Has Made a Purchase" to track conversions of contacts who received the second content variant.
11. If a contact meets the Variant B goal step, the automation sends them a thank you email. (Any contacts who do not complete the goal exit the automation before this step.)
12. The automation ends.
