Why Testing Is Critical For Success

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Today’s Episode 153: Why Testing Is Critical For Success

Season # 2 

Ep 152 of  Business Growth School for service providers

Welcome to daily 5-minute Business Growth lessons for service providers. Are you a Dentist, Realtor, Lawyer, Accountant, Plumber, Consultant or Contractor….If you provide services locally than this podcast is for you. Here we share strategies, tricks, techniques on how to generate leads, grow your revenue and sales.

Join us every day for 5 minutes and take away strategies which you can apply in your business.


 


 

 

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:

digital marketing testing

Source: Distilled

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: 

results from split testing


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Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing – Canada’s fastest growing search marketing agency. RBM clients include Fortune 500’s and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company’s customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they’re most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.

Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches. Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.

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