It still amazes me the number of companies that I meet that are so focused on building their next BIG CREATIVE marketing campaign that they forget about the basics and about what is truly important! It’s not complicated. It’s not rocket science. It is however ESSENTIAL!
The basics that everyone learns about during marketing 101 is all about testing. Often referred to as Split A/B testing, Split Testing or any other name, the concept is so simple and it’s so important. The reason we test things is the same reason politicians run opinion polls. We want to know what people’s reactions are.
When we create a great promotion, we get everything ready, we get it live online and then we spend our hard earned cash to push traffic to that page. It converts, a little bit at first and we wonder what it is about the page that isn’t generating more leads for us. Here’s the basic model of what we end up doing:
Adverts —> Promotional page on our website —> Conversions
What we should be doing:
Adverts —> Promotional page 1 —> Conversions
Adverts —> Promotional page 2 —> Conversions
This now allows us to look at those conversion rates and see which of our promotional pages is converting at a higher percentage. The idea behind this is simple! We change our Call To Action on each promotional page and we can then track what language invokes the best reaction in people.
We can test lots of things. We can test our copy (the text we’ve written on the page), we can test our imagery, we can test the offer, we can test how we present the information. The important thing is that we test what works and what doesn’t. It might be as simple as changing a Call To Action and we could be generating double the leads that we were before.
So as I described it above, are you split testing? Are you creating variations of your landing pages when you are developing your promotions online? If you’re not why not? Do you know you’re converting the best possible number of leads from your pages?
During consultancy meetings especially, I get asked a lot to give creative ways companies could generate more leads and build more successful online campaigns. The honest truth is, until we know the basic information from our initial split tests, you can be as creative as you want, it won’t benefit you in the long run. You might find out that your audience is particularly susceptible to a particular CTA and that is going to be so valuable to everything you do going forward. Wouldn’t it be best to know about that before spending more money on developing the next creative advert?
I’d love to hear your thoughts about split testing and more importantly understand why you think you DON’T need to do it, so why not hit me up with an email on firstname.lastname@example.org and we can have a chat about it!