Stop trying to choose the ‘right’ marketing solution.
Instead, use testing to deliver key insights about what your customer/prospect is most likely to do. This will stop you relying on guesswork/gut feel - and almost guarantee you a good return on investment because it:
- Increases customer response,
- Reduces your costs and, as a result
- Rapidly increases your profits.
Testing takes you from what you think will work (your best guess), to what you know works best (your most profitable solution).
See this step-by-step test plan.
"Never stop testing, and your advertising will never stop improving.”
Have a look at the examples, below, supplied by Chris Cardell, which demonstrate how he has successfully used testing to boost his response levels (and therefore his profits)
1. Adding a headline, and improving the other headline's contrast increased response by 45%
2. Just by changing the button, the response increased by 48%
3. Adding an image and improving the contrast (yellow to white) increased the response by 82%!
4. Adding video increased the response rate by 14%
The test process
- Budget for your test
- Test objectives - define them
- Test – in order of the impact they have on results (direct marketing)
- Decide on your sample size
- Control – specify it
- Create your test matrix
Testing different media, different marketing approaches
- A/B testing (digital)
- A/B testing (press)
- Copy testing
- Email testing
- Landing page testing
- Pay-Per-Click/AdWords split testing
Test every month
Testing one new marketing approach every month and within a year you’ll have the results of twelve new marketing methods, several of those will be winners that you can roll out on a larger scale.
More on testing
- Copy testing
- Multivariate testing
- Pre-testing (TV)
- Pre-testing finished ads
- Pre-testing unfinished ads
- Why testing is mandatory
“Let hundreds of people tell you what the millions will do”