Testing and Analytics
The R.A.C.E. Marketing Cycle drives our client marketing solutions.
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.
On the R.A.C.E. marketing cycle chart at left, we are looking at tactics in these articles from section 04 Conversions, and also section 06 Analytics.
Google analytics has come a long way in the last few years. You should be using realistic $ goals, custom channels, and smart attribution to help you decide where to place your online marketing budget among other advanced techniques including filtering, dashboards, and geo targeting (which you can then use in a remarketing campaign). We’ll discuss these concepts here.
When choosing an A/B test winner, there will always be a certain amount of risk. What risk? Well, statistically speaking, testing is not a binary proposition with one version a clear loser and one a clear winner. How then can you be confident in your A/B test results? Let’s take a look.
I was preparing a lecture for my online course on “CRO Power” (recall that CRO stands for Conversion Rate Optimization), where we have been testing two versions of a pop-up to subscribe to our newsletter in return for an eBook on R.A.C.E. marketing strategy and tactics. Here are the two versions and you can see which one “won”:
Our A/B test results for these two pop-up versions showed that the A version (left) got better results. How significant is that?
[Editor’s Note: This is the first in a series on the primary focus areas of R.A.C.E. Digital Marketing: Reach; Act; Convert; Engage. We will expand on these articles to create longer guides for Digital Marketers and make them available at our training division site: CollegeofMarketingPros.org]
Leads are the gold for B2B marketers looking for strategic conversions.
Every business needs qualified leads. That’s why we wrote a guide to CRO — Conversion Rate Optimization. CRO is arguably one of the best tactics you can use for ROI with a quick payback. It also sits prominently within our RACE marketing cycle diagram (below) at position #4. If your site is not converting, and you are not working on ways to improve conversion rates, then you may be losing money.
In B2C and e-commerce, marketers are often concerned about moving directly to a sale. Conversely, B2B sales cycles are longer so it’s very important to capture leads. We at Webdirexion contend that leads are very important in B2C work too, particularly for potential customers who aren’t ready to buy yet. One of our focus industries is in hotel marketing and we see a majority of hotels just focusing on reservations alone.
“Your site “design” is just a best guess at what will be persuasive and compelling.”
When you work on CRO — Conversion Rate Optimization — at your website there are a number of steps in the process where you can impact how many site visitors will convert to a lead for you. Developing and testing your forms is one tactic marketers often overlook. One approach is to create a ”smart form” for your business that delivers specific information tailored to the individual that is completing the form. Forms that automatically show or hide fields based on the user’s response are known as ”smart forms” and FormStack refers to this capability as “conditional logic.”
Using this feature offers many advantages, including the following:
- Enables the form to look less intimidating than it really is
- Creates the unique, individualized experience all internet users are looking for
- Hides information that you don’t want all users to see
FormStack released an extensive report that evaluated trends, conversions and analytics of more than 40,000 forms for 2014 – it may come as no surprise that smart forms ranked supreme with the most engagement and conversions. This only makes sense when you consider the content is tailored to the individual and relevant. (more…)
“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…)
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…)
“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…)