If you have a smaller digital marketing budget, you might think that testing should be a back seat for efficiency and conversion generation – but that would be short-sighted.
To stay competitive, you continue to gain more market share and you stay on the changing digital space that is important to always test.
That said, you can test almost anything, but don't get stuck with your options. With a small budget, it is important to focus on one or two tests at the same time to ensure that you can achieve statistical significance relatively quickly.
In this post we will focus on some of the most important tests you can perform:
1. Testing of ad text
2. Test the landing page
3. Testing of new search engines and ad formats
Test ad copy
Testing ad texts can lead more than just to more efficient ads. It can be a very effective tool for testing messages that you can apply to other marketing efforts such as your website, emails and other digital marketing material. By testing different messages, you can also gain insight into your customer base and how they handle your ads. Is there anything that gets a strong CTR but doesn't convert a down-hopper? You may not qualify the user. My recommendation is to run at least two versions of your ads at all times, with particular attention to call-to-action, pre-qualifiers and value propositions.
In the image below, a number of hotel aggregators show different value propositions – discounts, price comparisons and selection:
If you are a hotel aggregator trying to attract eyes and clicks, consider those key values and how you stand out from the rest. If you have a unique sales proposition, for example, exclusive access to boutique hotels, use it and see how users respond.
Test landing page
For leading companies and B2B companies, customizing your landing page can have a huge impact on improving lead quality. You can test many areas, but one of my favorites – simple and powerful – is your download form. For example, it could be a landing page of the & # 39; type request for a demo & # 39; or & # 39; download a whitepaper & # 39; to be. Test the layout, the number of fields, the specified fields, error messages, and consider adding testimonials and value propositions to the main page's landing page to encourage users to convert. The surest rule of thumb with a landing page is to make every effort not to confuse the user. The landing page of Blurb is a great example of a clean page with a simple value plug and CTA:
The number of fields is one of the simplest factors to tackle, too many fields can prevent the user from completing the form, but your internal team needs a certain amount of information to qualify the leads. Our recommendation is to reduce the number of fields to only what your internal team cannot dig up yourself. If the lead volume becomes too overwhelming for your team to do the research, consider adding fields to capture the hardest-to-find information.
Test new engines and ad formats
If you stand still in this industry, you are lagging behind, so make sure you test emerging channels and ad formats. For example, Google, LinkedIn, Facebook and other platforms are constantly introducing new ad formats – leading forms, responsive search ads and dynamic ads, all introduced in the last 12 months. Channels such as Quora, Reddit and SnapChat are crying out for marketing attention and offer new ways to engage users.
For established platforms, test almost every beta that you can get. They often deliver performance gains because competition is greatly reduced. Early acceptance has its risks, but we have found that these generally outweigh the benefits of low initial costs and the chance to start creating best practices.
To increase your reach, it is important to test in new engines. By placing a percentage of your budget (we recommend 15-20% as a rule of thumb for SMEs) in a new channel, you can find more efficient and qualified leads and possibly open a budget.
Let's start testing
You may be wondering, "How long do I run these tests?", "Which tests do I start with?" And "How do I measure the impact of these tests?". And those are critical questions.
There is no fixed length for performing a test. It varies for every company. I recommend using a statistical significance calculator (a quick Google search for the term brings dozens of options, we recommend Neil Patel & # 39; s or Optimizely & # 39; s) to see if you have statistical significance have reached. Those tools are great free resources to let you know how much confidence you need to put into your test results – or whether you need more volume to trust your findings.
You may be tempted to make a decision before you have enough data, but I would advise against it, especially if one or two conversions can affect the different outcome. Regarding the tests that you must prioritize, I encourage you to think about your business goals and objectives for the year. Perhaps refining your messages is not as important as generating more leads or testing new channels.
If you are from managerial or B2B companies conducting a landing page test or testing new engines or ad formats, it is important to understand the performance of the lead at all points in the hopper – they are qualified leads ? Will they become paying customers? Are they junk leads? Whatever your statistics, make sure you set up concrete apples to compare apples with apples before and after testing windows, and make sure that no other hugely important updates, such as a rebrand or price increase, obscure the data.
Good luck and have fun testing.
Lauren Crain is a Client Services Lead in the SMB division of 3Q Digital, 3Q Incubate.
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