Today’s Episode 153: Why Testing Is Critical For Success
Season # 2
Ep 152 of Business Growth School for service providers
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Last Episode # 152 Turning Strangers Into Customers
Companies and businesses see a 65% increase in leads and conversions when increasing their number of landing pages from 10 to 15 (Hubspot). Testing, by nature, encourages a higher number of landing pages to be built, you’ll need at least 2 variations. Your execution team will acclimatize to a higher volume of landing pages and thus your speed to launch will increase. The more campaigns running, the more chances you have to convert and increase results.
In digital marketing testing, here is the rule # 1: Forget everything you think you know about your customers. In online marketing things are changing everyday and assuming and applying only things you know is a risky strategy. Here is rule # 2: Just because it worked for someone else, does not mean it will work for you. For example, let’s say a local Dental clinic provides services and Granite or Stone company sells and installs kitchen or bathroom tops. Clearly, the buying cycle looks completely different for these two local service providers, even if they have customers in common. Dentist may find that changing its primary call-to-action (CTA) button to green instead of red increases sales by 75%. But, it is not likely that Granite & Stone company would experience similar results.
Here is how you should be testing:
Hunches means whatever feels right to you.
Best Practices, following what has worked for other people. But that does not mean that it is enough. No matter how good best practice advice is, it will never compare to evidence tailored to your specific situation and application
Anecdotal evidence, if it worked before it will work again. Also, data collected in casual or informal manner which technically cannot be relied on 100%.
Uncontrolled/badly controlled tests, tests which are not executed properly and hence results are not 100% accurate. For example, a fitness products ecommerce site may make a change to half the pages on its site, and measure the effect on transactions. If the change is made on the ‘protein shakes’ category just before the crossfit games starts, and is compared against the ‘Weight-loss’ category, you might see a boost in sales for ‘protein shakes’ which is irrelevant to the changes you made. This is why, when possible, the pages that are changed should be selected randomly, to minimise the effect of biases.
Randomised controlled trials (A/B testing), (sometimes called split testing) is experimenting and comparing two types or variations of an online or offline campaign such as a landing page, ad text, a headline, call-to-action or just about any other element of a marketing campaign or ad.
Example of a headline we tested recently:
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