Marketers: You’ll Fail 97% Of The Time If You’re Not Doing This One Thing

Marketers: You’ll Fail 97% Of The Time If You’re Not Doing This One Thing

One Website, Lots Of Ideas

If your company is anything like ours, then you have a lot of people at the office with great ideas, but like most things in life, you eventually have to decide on one idea and go with it. Maybe you’re creating a new homepage for your company’s website, or maybe you’re just trying to figure out whether the phrase “Sign Up Now” is more effective than “Join Our List” when you’re trying to encourage people to join your newsletter signup.

A/B testing isn’t a new concept, but it’s definitely becoming more common, as companies can use this technique when trying to figure out what content and messaging people will respond to the best. Our A/B Split Testing Guide includes a sample testing roadmap to help get you started.

How Does A/B Testing Work In The Real World?

In the example above, if you want to know for certain which phrase is the best to get people to sign up to your newsletter list, you can easily do so with A/B testing. How?

Have your web designer create two different headlines for the signup page – one headline that reads, “Sign Up Now” and the other reads, “Join Our Email List”.

Then, direct half the traffic coming to your site to see the first version while the other half is directed to see the second version.

After measuring the numbers of signups you received from each page, you’ll be able to determine which version of the page was more successful at encouraging people to sign up.

A/B tests are the perfect way to find out what works best with your audience.

Use them to improve the click-through rates on your blog, or increase the number of products you sell in your store.

Our most recent white paper goes into detail about how to set up and run A/B tests to increase your marketing campaign success rates.

How Does A/B Testing Help Conversion Rates?

The success of a website, marketing campaign, advertisement, or any other marketing initiative can be measured by conversion rates. Conversion rates measure clicks, sales, downloads, or any other measurable action you can think of, and when you use A/B testing as a regular part of creating new initiatives, you’ll quickly be able to figure out what works best with your audience and increase your conversion rate – regardless of how you measure it.

The Nitty Gritty

On average, conversion rates hover between the one and three percent range, which means that on average about 97 percent of people who see a marketing initiative are not answering the call to action that’s being measured.

While this number is a bit disheartening, it shouldn’t be that surprising. When we, as marketers, assume what our customers will respond to, we’re taking a really big chance with our marketing dollars. That’s why implementing A/B testing into your marketing campaigns is a great idea.

For more information and lots of examples, check out this free A/B Split Testing Guide that includes a sample testing roadmap and summary of learnings spreadsheet – both of which can help you organize your tests’ results and create the best marketing campaigns possible to reach your sales and marketing goals.

by Aubrey Beck, Content

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