By Bailie Losleben, marketing coordinator and A/B testing ninja at Heinz Marketing
Sending nurturing emails, running Google Adwords Campaigns, and providing great content pieces are a great way to get new clients- but it’s only half the battle. In order to get your B2B marketing campaigns generating leads you have to test, and test, and test some more.
Luckily, with a little structure, optimizing all of your campaigns can be easy and eye opening. Here are 6 tips for testing success.
1. Keep it simple
Trying to test too many variables at once is like trying to figure out the source of your indigestion while chowing down at an all you can eat buffet. You have to take your time, test one variable at a time (or at least in isolation) to really know what your audience is responding to.
2. Organized testing
Keep an active record of everything you are currently testing and everything you plan to test in the future. This can easily be achieved through a simple spreadsheet: record the results of the tests, what exactly was tested, the winning version and what the next steps are. This will not only help you make sound decisions, but will help you more easily optimize future campaigns.
3. Use Noticeable CTA’s
The call to action in any marketing material should be obvious, and strategically placed where the eye naturally lands. Play around with the CTA: change the color, the language, the font. All of this can make a big difference in your test results.
4. Color & Style make a difference
Believe it or not, some of the biggest changes in performance come from a simple color change. Try changing the colors of the CTA’s, headers, graphics etc. Try testing product images vs stock photos- a simple image change can have dramatically different results.
5. Test for your audience
What works for one target audience will not work for all. Even a new product will probably require different marketing efforts than older products.
6. Test everything
Headlines: Content, Colors, Fonts
Images: Placement, different images
Content: move words around, bullet points, detailed vs concise
CTA buttons and text: colors, placement, the text and font used