Marketing & Scientific
Internet Analysis of your online marketing and promotion
uses the split-run testing technique to test which elements
of your marketing message motivates visitors/consumers
to interact with your web site and helps identify different
scenarios and approaches which work in converting the
visitors product interest into sales.
Testing is necessary as there are no
hard, fast or fixed rules that work in every situation
for every product or service. Opinion varies as to whether
a single- or multi-page sales pitch provides the desired
response or whether an 'in-your-face' headline works
better than a more measured message. What works depends
on both the product, service or offer presented and the
visitor to your web site.
Split-Run Testing
What is important is what works for
your product or service. Split-run testing enables you
to test different marketing strategies and identify the
elements contributing to the success of your online marketing
and advertising campaigns and more importantly, maximise
your online sales.
Scientific split-run testing enables
you to test the variables that make up your sales offer
and identify which elements are the more successful.
Page content and sales message, different
headlines, different images or even different web site
designs can all be tested. Testing highlights which
variables or combination of variables out-perform others.
Once
identified these can all be incorporated into your
online product advertising to maximise your conversion
rate
and return on investment (ROI).
Market research is carried out in all
areas of business and public life to measure consumer
views, attitudes, likes, dislikes and voting preference
or intention. As face-to-face research, in an on-line
environment, is impossible, Split-Run Testing is the
only way to measure a potential buyer's preferences and
responses to your online marketing strategy.
Split-Run Testing Elements
Any element of a marketing or promotional
campaign can be tested:-
- Page/sales content/copy
- Length of copy
- Page design/layout
- Price offers
- Popup windows
- Web site design
- Headlines
- Font style, sizes, colour
- Site navigation
Two or more of any of these elements
can be setup for testing and over a period of a few weeks
or months (depending on visitor numbers) scientifically
collected data can be analysed to provide real-world
results showing which tested elements of your marketing
strategy are actually working and providing real returns
for your sales & marketing effort.
The most successful marketers monitor,
test and apply research data to refine their sales
message and presentation to provide their visitors
and potential
purchasers with the information they need to complete
the buying process. If not testing your visitor's experience
then you're severely limiting the performance of your
web site Testing is the key to enhance your visitor's
experience, reduce associated sales costs helping to
build and maximise your online income and revenue earning
potential.
Statistical Significance
The value of testing is dependent on
the validity of the data and that is largely dependent
on sample size. In this context 'size' is certainly important.
The more visitors your site receives, and are subjected
to the testing process, the more statistically valid
will be the test results.
More importantly and significantly,
the more visitors your site attracts the more critical
it is that you test their experience of your marketing
strategy. Without proper testing and analysis the value
of your hard earned visitor numbers is being lost. Also,
the higher the number of visitor the shorter the test
analysis cycle necessary to achieve statistically significant
results.
However, lower visitor numbers is not
a reason to forego proper testing. Although the testing
cycle will be longer, any results obtained still provide
an indication, however rough, and is much better than
having no idea at all.
Test Subject Relevance
To ensure that your results are not
flawed proper split-testing techniques need to be employed
to ensure test results are valid, relevant and meaningful.
It is important that when a potential
buyer visits your site and takes part in the testing
process they are not presented with different versions
of the test variable if they return before completing
the full test procedure eg they buy or fulfill the
object of the test on visit 2, 3 or more. If this were
not controlled
the collected data would be inaccurate and largely meaningless.
OMSA (Online Marketing & Scientific
Analysis) ensures that each new or returning visitor
receives the same and only one test variable subject
regardless of the number of visits made before completion
of test process. If a visitor leaves before completing
the full test and returns at a later date they will always
be presented with the same test object originally presented.
This ensures that all and any test results reflect the
response to variable being tested.
Somebody, many years ago now, made the comment
to the effect that "I know that 50% of
advertising works - the problem is I don’t
know which 50%".
TESTING
HELPS YOU FIND OUT! |
As
results are analysed and marketing strategy developed,
in response to collected data regarding particular
elements of a campaign, further refinement
can be undertaken with other elements of the promotional
offer or indeed other new or unrelated campaigns ...in
fact, you can test each and every element of your web
site systematically and scientifically.
Any change to your web site can be
tested to monitor the effect on visitor experience
and site
aims and objectives. If the change has a positive effect,
keep it. If it doesn't, drop it and test another element.
Three things to remember: TEST, TEST, TEST.
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