5 Digital Truths From the SAP Website Test Lab
Like every marketer, Burns has "heard it a million times: 'Content is king.'" However, "in digital, sometimes you get very obsessed with information architecture. You get very obsessed with design and layout. ... But now I'm telling you, if you're going to come to me and say you want to test the blue button to the green button, my question back to you is, 'What is the offer of the day?' Because if it's downloading the same white paper with a blue button or a green button, let's spend our resources in a better way and go get better content that the customer will want to engage with."
4. Match Landing Page Copy to Keywords
"We were able to see that people coming to a specific landing page were coming off of a set of 100 or so keywords that SAP was buying from a paid search marketing perspective," says Slavi Samardzija, executive vice president of marketing intelligence, KBM Group, who has worked extensively with Burns on the Test Lab.
"We looked at those keywords, and we said, well jeez, this keyword is about people seeking flexibility, this is about accountability, this is about X, Y and Z," explains Samardzija. "So we grouped the keywords into different themes, and we changed the tagline on the landing pages to align them with incoming keywords, and we doubled the conversion rate. So let's say, 'SAP offers optimal flexibility' or 'SAP offer optimum accountability,' or 'low cost' or whatever. We lined that up with the type of incoming search language they were using."
Samardzija says that matches results KBM Group has seen in other clients matching landing page copy with keywords visiting the page. "We have run dozens of tests globally. I have to tell you, I believe we only had one test that failed, and most tests had over 20 percent lift. A number of them doubled—triple-digit lift in conversions."