At Webdirexion, we pay quite a bit of attention to testing both at the beginning (before you launch) of website design, during development, and at key points during marketing campaigns. Then the cycle starts again — which is another way of saying always be testing. There are heat map tests, A/B tests, multivariate testing and other methods all designed to yield more desired business outcomes like lead form signups, case study downloads — converting site vistors to prospects, leads and customers.
They’re here — our new book, The Marketer’s Concise Guide to CRO, is out and available on Amazon, and also direct from our publishing division — have a look at ordering options for corporate trainers and instructors here (plus… a publisher’s special discount!).
The Marketer’s Concise Guide to CRO offers a comprehensive review of CRO tools, tactics, and techniques to help marketers grow their businesses in a targeted and meaningful way. With an overview of different site tests and a comparison of online analytical tools, anyone from marketing students to career marketers will find something useful in this comprehensive guide.
“Never stop testing, and your advertising will never stop improving.” – David Ogilvy
A/B testing often results in better CRO.
If increasing sales is the holy grail for marketers, why don’t more pay attention to CRO — Conversion Rate Optimization? Let’s say your typical B2B sales campaign looks something like this when it comes to Online Marketing: Set up a landing page; run a PPC campaign; send out a promotional email to your list, drive warm prospects back to your landing page; look for visitors to convert via a form on the page which puts them into your CRM? Done? Not by a long shot. You need to find ways to improve results.
There’s a chain of “C” focus points on the way to a sale which all may be optimized: Content; Conversion; Connection; Close. You need to test each step of that process for better performance. That’s when you start CROing. Only then can you maximize ROI — Return on Investment. Only then will your boss understand how valuable you are to the organization.
Learn more in BLIP Magazine — this week’s edition is dedicated to CRO
If you are not writing at least three (more…)
“You can’t nurture what you don’t convert” is a quote from one of the recommended resources below, and sums up the entire value of keen focus on strategy, creative, testing and improving landing pages. Nurture leads and grow them into sales when you develop a successful landing page.
This infographic by Invesp, provides an excellent introduction to different types of testing plus key elements and steps in a successful campaign.
The average “lift” (increased completion of a goal, which for B2B often means leads gathered at your landing page) resulting from a smart landing page campaign is around 45% for the last 5 tests reported at A/B Tests. That’s why Webdirexion has made this a core service area (see a recent client example here). There are different types of tests available, so we wanted to start out this curated landing page solutions post with an infographic that explains multivariate testing versus A/B testing. Key takeaway: avoid testing for small improvements while ignoring the big concepts.
This article by Karol K on Six Revisions first defines (more…)
(click to enlarge – heat map test is shown for Medical Device Conference Site Design) Pre-Testing Site Designs pays off for Content Marketers.
Many Content Marketers are overlooking the opportunity to test designs to encourage desired business outcomes. Not at Webdirexion. In this recent example, our client Joe Hage, President of Medical MarComm, collaborated up with us to test a site we developed for his new Medical Device Conference — before it even went live. We learned a lot from this test (see video below), and the results are proving out in analytics and event registrations for Joe.
We solved a number of communications issues prior to coding , and the resulting changes we made are paying off in event registrations for a new, first annual conference (10x Medical Device Conference for Exponential Growth), based on the following principles: (more…)
PPC — Pay Per Click — advertising has evolved rapidly, and many Content Marketers are missing using it as a primary tactic for value proposition testing, when you need leads quickly, and you want SEO insights (you can learn key phrases in PPC ads to carry forward into articles and posts). So, here are five ppc advertising tactical tips to help you in the trenches.
1. Know your target personas
Who are you talking to in an ad, and what exactly motivates them to seek your solution? The answer requires (more…)