“Never stop testing, and your advertising will never stop improving,” quoted David Ogilvy, a renowned business person, when asked by a curious online marketer during a chat session about the failsafe online strategy. Conversions, without a doubt, are the core aspect of a business’s online prospects without which the business can’t thrive. Changes, on the other hand, grasp attention.
Changes and conversion works hand-in-hand, like in a way of the feedback system. Trying to woo your customers with the same strategies, repeatedly, is more like serving them in the same plate again and again and expecting different results. No matter how tasty the dish, sooner or later the attraction will fade. Thus the change is conspicuous to the success of an online marketing strategy. If your e-mails are not replied or opened, or if you are not getting the expected responses on your blogs or other marketing strategies, time has come to test your strategies. Are they really working?
Some of you may be unaware of the A/B testing. Well it is very simple, when it seems that you are not getting the expected response from you customers, what you need is change. Develop two plans, plan A and plan B, work on them and see the change and conversion taking place. One of the two will definitely affect your business.
While some of you might be aware of A/B testing, for those who don’t, A/B testing is jargon for a randomized experiment with two variants, A and B. Each variant are monitored in a control environment. After the test, the one, either of A or B, is selected on the basis of the result. The goal is to identify changes to web pages that increase or maximize an outcome of interest. Formally the current web page is associated with the null hypothesis as evident in the figure:
A simple A/B test
A is working better than B. Thus, the tester sticks with A.
1. Test The root of e-mail
Elements that are the root of e-mails are commonly tested: Subject, Headline, and CTA, layouts and snappies
Subject Line: The first impression of your e-mail (may be the last) needs to be tested. If viewers are not opening your mail after looking at subject lines. Whoa! Those lines are not catchy enough. Test different combination of styles and phrases in your subject lines and see which one is working.
