Creativity has always played an important role in marketing, and so has testing. Now, testing is easier than ever before in the digital sphere. Tools are available that allow marketers to find out exactly what is working, to make intelligent changes and, overall, boost ROI. Here are some of the ways to go about this.
One area where testing and creativity go hand in hand is landing pages. You need to come up with a creative message and design for your landing page, but you will only improve your conversions by constant testing.
If 1,000 people are visiting your landing page a week, you can test various elements of the copy and the design through A/B testing. This involves testing one version against the control version until you get a clear idea about which version is generating more conversions. Here’s a detailed guide to A/B testing landing pages from Kissmetrics.
some of the elements you can test with A/B testing include:
- The call to action
- The testimonials
- The design
- The benefits
- And anything else you can think of
Collect Qualitative Data for More Elements to Test
You can get even more creative by asking visitors for their feedback on your landing page (or on any page of your website). Simply place a small survey on the page using a service like SurveyMonkey, and ask visitors what they think about your page and why they are not converting. They may provide some more insights that you can test, and this allows you to improve your message.
Emails are another example where creativity and analytics work together to improve ROI. You can measure the behavior of the people on your email list by analyzing their open rates, click-through rates, conversions and more.
The process is the same as with landing pages—create a control email, then a second email with a variation, and test them both against each other. You could use different subject lines, different images, different copy, or anything else. Simply send each of the emails out to half of your subscribers, and measure the results. Check out the section on newsletters in this post about promoting your blog.
Print advertising has always been notoriously difficult to measure. How do you know exactly how many people have bought your product after seeing your ad? But with PPC, things become a lot more measurable. An agency like Advertising Agency Melbourne can help to make sure you are spending as little as possible on your advertising costs while generating the best results.
Detailed analytics allow you to test your ad copy so you can then make changes to improve your results. You can constantly improve them to ensure you are getting the most conversions, and you can also use analytics to reduce your Cost Per Click (CPC). Quite simply, PPC advertising should never be carried out without using some form of analytics.
Social Media Marketing
Social media is one area where most businesses know they should be involved, but they are unsure how much of an effect it is directly having on their ROI. Moz has a detailed guide to how you can do this. There are various areas to focus on, and one involves measuring the traffic to your site that comes from social media.
You can find this out using Google Analytics or other analytics tools, as well as other information. You can then make creative changes to the content you share, the headlines you use, and other elements to improve your results.
Don’t Focus on the Wrong Metrics
To enjoy success and better ROI, make sure you are not focusing on the wrong metrics. These so-called vanity metrics are not related to your business goals, and they could include the amount of Likes you get on Facebook or the number of followers you have.
While these can be important, and there is no harm in having lots of fans, don’t direct effort into such metrics where you could be directing them elsewhere. Instead, you need to know where you can make improvements that will directly boost your ROI.
Digital marketing success comes from constant experimentation. Use the results you get from your analytics to direct your creative processes because the two are directly related when it comes to boosting your digital ROI.
Make sure you are focusing your efforts in the right place, and enjoy the huge advantages that digital marketing can have for your business. It’s simple, but powerful, and it can make all the difference to the success of your digital marketing.
Michael started The Sphere Agency in 1998. His experience now spans more than 18 years, specialising in delivering integrated brand communications for local, national and international clients. Clients include: Nandos Australia, Adriatic Furniture, Bosch, Interflora, mBoating industry association, Melbourne Business School to name a few.