Testing and Analytics

A/B Testing (and other types of tests) coupled with smart and actionable Analytics review and reporting is the whole key to the ROI game. But a good percentage of B2B Marketers are missing smart ways to look at Analytics, and also just not finding the time to improve results through testing. We have articles on the why and how.

TacTech Talk: Testing, Speed, SEO

Scott Frangos, President of Webdirexion

Scott is Chief Optimizer for Webdirexion and includes Marketing, Content Strategy WordPress, CSS, Photoshop, Tai Chi, Pizza and Coffee among his passions.

This month, my “TacTech Talk” Column (a new feature bringing a fusion of Tactical and Technical tips for today’s marketers) will cover a recent lead gathering landing page test, some insights on site speed and WordPress themes, and SEO strategy tips.

First, I want to say wow — how great our growing team is… and thanks to each of you.  All are currently taking online marketing and/or programming courses (including myself… see, you can teach an old dog). I’m lucky to be working with them as Webdirexion celebrates a new site, new logo, and some fun new client campaigns.

Making the Croc’s Happy — Test Lifts Leads for Resort Client

We recently ran an A/B test for Croc’s Casino Resort, arguably one of our funnest clients — a 17-story Hotel and Casino with three restaurants and a 4-star pool on the pacific ocean in Costa Rica.  If you’re scanning the column, the takeaway learned is — always be testing to increase conversions and maximize your ROI.

We used Google’s “Content Experiments” and saw these results from our efforts: (more…)

What’s in a Successful Landing Page?

“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.

A/B versus Multivariate Testing

This infographic by Invesp, provides an excellent introduction to different types of testing plus key elements and steps in a successful campaign.

Which Landing Page Version Gathers More Leads?

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. 

Designing Landing Pages That Work

Landing pages that workThis article by Karol K on Six Revisions first defines (more…)

How Pre-Testing a Site Design Pays Off

Webdirexion Pre-Testing a Site Design

(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…)

Goal Based Content Marketing for Maximum ROI

How do all these new technologies, online software tools, and social marketing efforts actually pay off?  To make content prove out for ROI for clients of Webdirexion, we use custom Analytics reports tying your content to engagement and desired business outcome goals.  Let’s review how this works.

Content Marketing ROI

The whole Content Marketing proposition relies on Strategies and Tactics that cause prospects to (more…)

Actionable Analytics — KPIs for Success

Marketing Communications Pros are lucky now — we live in an era where the behavior of prospects can be analyzed and scrutinized, in hopes it might be monetized.  But this requires a keen understanding of “key performance indicators” (KPIs), and a focus on actionable analytics.  We’ll review analysis tips and tactics, but first let’s consider how a website design is only a starting point.

You Website Design is Only a Starting Hypothesis

Your design is a “hypothesis” — huh? — a hypothesis for what?  Your website design is a visual interface hypothesis which you hope/believe will serve to engage your target prospects and lead them to completing desired business outcome goals.  Way too many MarComm Managers, perhaps stuck in the grove of print materials that were

anatomy of analytics

Review (click to enlarge) the flow of visitors to page types to anaytics then different improvement tactics in this overview analytic by icrossing.

costly to rework, not only blow past opportunities to improve site performance, but simply cling to their “faith based” belief in their preliminary “beta” design.  That’s all your design is — a beta proposition — and clinging to it means you’re just stubbornly hoping it might work well.  More importantly it means you are stubbornly missing out on ROI improvements you can make.

If you think your initial design gambit does not need improvement, then the rest of the article is not for you. If instead, you would like to use Analytics to help gather more prospects, leads, and customers (more…)