No matter what type of digital marketing campaigns you are executing, there are elements in every channel that can be tested and optimized to improve campaign performance.
For example, email subject lines, copy, design and even the “from” field can be tested. Webpage elements ripe for testing include design, layout, copy, color, call-to-action button elements and more. With paid search you should be testing keywords on an ongoing basis to continually improve your PPC spend, but you can also test ad copy and calls-to-action.
At MarketingSherpa (sister company of MarketingExperiments), we publish case studies in our newsletters every week, and very often those case studies include a testing and optimization element. For today’s MarketingExperiments Blog post, I wanted to share three of those examples taken from previously published newsletter case studies.
I hope these tests give you some ideas on testing your own digital marketing channels.
Test #1. Webpage: Increasing lead generation on a landing page
This first test was actually a collaboration between researchers at MECLABS (the parent company of MarketingExperiments) and HubSpot and was conducted during Optimization Summit 2012. The full test was covered in the article, “A/B Testing: How a landing page test yielded a 6% increase in leads.”
A lead form landing page for HubSpot’s software with a free special report incentive for filling out the registration form was tested, with the Summit attendees providing input on what to test.
Before the Summit, the testing team came up with four hypothesis options:
Hypothesis 1 — Visitors arriving to the page are highly motivated to download the e-book based on brand recognition. Removing friction from the page will result in a higher conversion rate.
Hypothesis 2 — Communicating the urgency of the offer — that the free e-book download is a limited-time offer — will result in a higher conversion rate.
Hypothesis 3 — Adding more visual value to the page, such as charts and graphs from the e-book, will result in a higher conversion rate.
Hypothesis 4 — Incorporating pricing information to increase the perceived value of the e-book will result in a higher conversion rate.
The audience was allowed to choose which one to test and decided on Hypothesis 2.
Treatment (Hypothesis 2)