Web: Is Your Online Marketing an F?
Question: Do any of the following keep you up at night?
"I don't know what to test, so I don't test," "Our customers are leaving our website," or "Our market has dried up"?
If these resonate with you, your marketing is probably failing. And you're wasting marketing dollars that could be working for you instead of against you. I'll show you five ways to fix this by leveraging the principles of conversion optimization and testing.
Problem 1: 'HiPPOs' Are Running the Asylum
When I talk about hippos, I'm not talking about the kind you'd see on an African safari. I'm talking about the HiPPOs who live in your company. They're blessed with the Highest Paid Person's Opinion, which is often based on conjecture and so-called "experience."
If you've ever found yourself having to deal with crazy HiPPO ideas, you need to be testing so you can diplomatically reply to HiPPO requests with, "I have an idea, too. Why don't we test them?"
If your idea wins in the A/B test, you'll be afforded more leeway in the future, while educating the HiPPOs about the value of scientific experimentation. You'll also make more money for the company, with which any smart HiPPO would be a fool to argue.
Lesson No. 1: "Stop listening to HiPPOs. Stop implementing change based on assumptions. Start testing."
Problem 2: You Don't Know What to Test, So You Don't Test
Not knowing what to test is one of the most common problems in conversion optimization.
Knowing that you should be testing, but not knowing where to start, is just plain frustrating. Let's look at a typical A/B testing process:
Where to start: Pick the most high-profile pages on your site, including your home page, pricing page and other high-traffic pages.