Ah where does the time go? This time last year I wrote a blog on tracking, measuring and refining your marketing material. Which, for those of you who were lucky enough to be sunning yourselves on a tropical beach, and sadly missed my August 2015 blog it’s available in all its glory here. In my entirely unbiased view it’s ruddy marvellous.
A year on, and inspired by a recent conversation with a new client, I’d like to expand upon one of my points: A/B Testing. A/B Testing proves that the Don Draper version of marketing, consisting of mainly cigarettes and creativity is not exactly accurate. Real marketing involves quantifiable data (and, sadly lacks any sexy secretaries.)
A/B testing offers a fantastic method of gaining valuable data. It essentially involves creating two versions of your marketing and comparing which one yields higher results. Sounds simple? Well it is and phenomenally useful. It’s an underused marketing concept that can help save money whilst increasing conversion rates.
There are a number of simple tricks which if applied correctly can lead to A/B testing being exceptionally useful.
With A/B testing it’s important to focus on the minute details, which of course makes it rather the perfect job for a borderline obsessive compulsive such as myself. For example – say you wanted to test the effectiveness of your Call to Action you could change one of these:
- The positioning
- The font
- The colour
- The size
- The wording.
Naturally, as part of your well-thought out and clever marketing strategy you’ll have identified your specific target demographic consisting of the market segment most likely to be enamoured and inspired by your product or service. Make sure to accurately target this demographic, don’t just ask friends and family, but try to identify some nifty marketing channels to reach these valuable consumers.
Analyse your results
Online Marketing: Now, thanks to advancements in technology, it is extremely simple to track online marketing. If you are sending an email, even using a low cost online platform which can be extremely effective and perfect for solopreneurs, you’re able to track click-through rates. Similarly, Google Analytics offers a remarkably simple method of tracking your bounce rate and analysing your conversions.
Offline marketing: Offline marketing can often be neglected in A/B testing. However, it can be just as easy to analyse your offline marketing efforts.
- Trackable telephone numbers
These are unique phone numbers that can be associated with a certain piece of marketing; allowing you to determine which colour or font inspired your potential consumer to call.
- Unique Codes
Offering your customers a discounted rate or a special offer if they quote a set of (admittedly completely random numbers) could well help you identify which page has compelled them to call.
So there you have it. A quick overview of how to get the best results from your marketing activites and understand exactly what makes your target market tick. If you have any questions on A/B testing please feel free to give me a call on +44 (0) 20 8088 2153.