Does brand truly drive revenue for every company — even if it’s not Google, Nike or Apple — or is it just a marketing department’s raison d’ê·tre? Is it really as powerful as marketers think it is?
The latest MarketingExperiments Web clinic answers this question with (of course) testing. Be sure to watch it to learn why it’s critical to be thoughtful about how and when you use branding elements.
Consider this anonymized test:
Background: A regional marketing commission.
Goal: To raise awareness of local activities and events, increasing number of travelers and tourist spending in [City].
Research Question: Which sign-up page will generate the most responses?
Test Design: A/B split test
The Plain and Simple Control
The Control was a landing page that encouraged people to sign up for a free guide.
The New and Improved Treatment
The Treatment added details — font, images and design — that better reflected the brand.