The Key to Advertising Success is to Split-Test!
Split-testing your marketing campaign offers you a wealth of information to improve your results. Testing different strategies opens you up to a world of customer insights that you may not be aware of. This optimisation method may often be overlooked as you might only have one strategy in mind. However, it is critical that multiple methods are used to ensure that you’re tailoring your campaign to generate the best results possible.
Methods of split-testing
There are just about a million different ways you can split-test your online marketing campaign, here are a few to keep in mind:
- Ad-copy: Having multiple versions of the same ad with alternative ad copy or headlines allows you to see what works best with your online customers. If you have multiple promotions on offer, you can promote them separately and see which offer customers find the most valuable.
- Landing pages: Test different landing pages in your ads to see which one has a higher conversion rate or a lower bounce rate. Once you know which landing page works better, you can direct users to the best performing page.
- Call to actions: Try different call to actions in your ad copy or use different types of call to action buttons. Social platforms such as Facebook and Twitter allow you to experiment with numerous buttons when creating adverts.
- Audiences: Display advertising gives you the opportunity to specifically test different audience types, this includes targeting certain demographics, interests, job titles, previous website visitors and more. Create campaigns with the same ad creatives but use alternative audience types. This way, you are able to gain valuable customer insights and analyse consumer behaviour.
- Visuals: Don’t be afraid to experiment and test different visual elements, including images, colours, fonts etc. WME also uses this method in marketing campaigns. Featured below is the same ad copy with different coloured backgrounds. One ad converts 100% higher than the other, can you guess which one?
If you guessed the pink option, you were right!
Once you gain sufficient data from split-testing, you are able to then make high-level judgements and amendments to your marketing campaign. You may think you know your customer base well, but you may be surprised by the results you attain from testing. You can never predict the success of your campaigns, but by split-testing you’re covering more avenues and gaining a deeper understanding of your online customers.
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