Web: Is Your Online Marketing an F?
What to test: There are fundamental elements that are common to most pages—the headline; your call to action (CTA) design and button copy; and form length, design and position.
Why you are testing: It's a big mistake to try to test something without a real purpose. This is where a test hypothesis comes in—a statement of what you are going to test and your theory behind why it will be a success.
An example test hypothesis would be: "The page does not have a clear call to action and prospects spend too long trying to understand what to do next. Adding a large orange button right under the main benefits will help them identify the CTA and perform our desired action."
Once you have a hypothesis, you're in a better position to create a test page to compete against your original page in an A/B test.
How to test: Now that you're ready to run a test, you need to follow a few rules to ensure your experiment is clean:
- Each page in your test should receive at least 100 unique visitors.
- The test should last at least a week to account for different daily behaviors.
- The statistical significance of the experiment should be more than 95 percent to remove the potential that your results are based on chance.
Lesson No. 2: "Now you know what and how to test, start testing."
Problem 3: Your Market Has Dried Up
Do you feel like you've exhausted your current market? Then it's time to partner with companies who have customers with similar needs to your own.
Examples of partner co-marketing activities include sending an email to each other's customer lists explaining how you work together to provide extra value, writing guest posts for each other's blogs, adding logos to each other's websites and running joint webinars.