At our sister publication, MarketingSherpa, we publish four case study beats – B2B, B2C, Email and Inbound – with stories covering actual marketing efforts from your peers each week. Not every case study features a testing and optimization element, but many do.
For this MarketingExperiments Blog post, I wanted to share a quick summary of several of these case studies, along with links to the entire article (including creative samples) in case any pique your interest and you want to dig into the entire campaign.
So, without further ado, read on for four MarketingSherpa case studies that feature testing and optimization of various digital marketing channels, strategies and tactics.
This case study features AwayFind, a company that provides mobile email alerts, and covers an effort to test, and hopefully improve, its homepage performance.
Brian Smith, Director of Marketing, AwayFind, said, “Our primary driver of traffic is our PR efforts. Our homepage is effectively our primary landing page, and we need to convert that traffic into premium users.”
The testing included both changing copy and layout elements. The main copy change was instead of focusing on features, the treatment copy focused on benefits, and layout tweaks included a shortened headline, the remaining copy was split between a subhead and a smaller block of text, and the color of the subhead text was also modified.
In this test, the treatment achieved:
- 42% increase in clicks to the sign-up page
- 91% increase in registrations for the trial