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For success in online marketing forget everything
you ‘know’ about marketing. Forget about
nice designs; forget about research and
strategies and lengthy development timelines.
Online marketing is about velocity.
Online marketing is about fast not perfect.
Online marketing is about testing different
offers, different lists and different
placements. Identify your best performing
offer, or home page design, or email
or landing page and test another option
to beat your best performer. Then test
again. This applies for site design,
banners, search, email, newsletters,
pricing and all of your online marketing
activities.
There are several options to run your
tests. A simple, low-budget way to test
prices or web page designs is to change
your creative after one week and measure
week one performance vs. week two. If
the test is inconclusive, re-run the
test - week three vs. week four.
Vividence.com has a great research
methodology for testing websites. They
have a free tool to test your website
with three consumers, an option to send
the test to 50 consumers for $3500,
and sophisticated tests that target
consumers you select from their 180,000
person opt-in database.
www.Optimost.com
and www.Offermatica.com
have products that evaluate the different
components of a web page. You work with
them to write ten headlines, create
ten visuals and ten offers. They run
the test and tell you which combination
of elements delivers the best results.
Good luck with your tests!
Jay Berkowitz, President
jay@tengoldenrules.com
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