How strategic testing of your campaigns can yield better results. Wendy Griffin Marketing Coordinator, Campaigner

Transcription

1 How strategic testing of your campaigns can yield better results. Wendy Griffin Marketing Coordinator, Campaigner

2 Agenda Intro to Testing Why is it important? How to get started Testing Strategies What should you test? Testing at work Real World Examples

3 Why is testing important?

4 Marketers Who Test Campaigns

5 Marketers Who DO NOT Test Campaigns 33% - I don t know how 27% - I don t have the time 13% - Platform doesn t have testing capabilities 8% - I don t see the value in it

6 Why is testing important? See what works, what does not Make educated decisions. Not ones based on hunch Track and measure over time Learn more about your audience: Their preferences What encourages them to take action What engages them When they want to hear from you Increase conversions Sales Store Visits Website Visits Downloads Free Trials???

7 Maximize your marketing ROI

8 How to get started

9 When should you start testing? Get Started Now! For those new to marketing Start with best practices For marketing experts Lack of engagement Decreased conversion rates Increase in unsubscribes/spam complaints Improve response rates

10 Get Started in 6 easy steps 1. Set Objectives 2. Develop a Testing Plan 3. Test 4. Track and Analyze 5. Tweak for next send 6. Repeat

11 Step 1: Set Objectives What are you trying to accomplish through testing? Sales Store Visits Website Traffic Downloads Free Trials Engagement Rates??? *Record your benchmarks so you can later measure results against objectives

12 Step 2: Develop a Testing Plan

13 Step 3: Test Two Options A/B Split Testing Multivariate Testing

14 A/B Split Testing A control sample is compared to a variety of singlevariable test samples to improve campaign metrics Easy to set up Provides clear direction

15 A/B Split Testing Option 1 Split your list in half randomly Send control to List A, test to List B Evaluate Results For your next , send the winning treatment Takes longer, but larger sample to validate results A 50% of list Entire Contact List B 50% of list

16 A/B Split Testing Option 2 Select 20% of your list randomly, divide into 2 groups Send control to List A, test to List B Evaluate Results Send winning treatment to rest of list (80% remaining) Faster, but smaller sample to validate results A 10% Entire Contact List B 10%

17 Which test wins? A 25 Sales B 42 Sales Is the result statistically significant? Total sales: = 67 Half the difference : (42-25)/2 = 8.5 Square this: 8.5*8.5= is greater than total number of sales (67) If it was less than 67 then it's inconclusive At 95% confidence level it's Significant

18 Step 4: Track and Analyze Include metrics report make in excel Copyright: MarketingSherpa

19 Step 5: Tweak for next send Take what you've learned from the test Implement changes Send update OR: Set up and send new test

20 Step 6: REPEAT

21 Testing Strategies

22 What can you test? Opens Click- Through Conversion Source: "The Practical Guide to Marketing" by Jordan Ayan

23 From and Subject Line From line: Choice of individual's name, company name or brand as the sender Subject line: Length, branding, personalization, trigger words, word order, approach, offer, deadline

24 Call-to-action Button vs. text Wording Placement Repetition Size Color etc. vs. Sign-up Now Buy Now vs. Sign-up Now vs. vs.

25 Landing Pages Offer Call-to-action Layout Color treatment Wording/Tone

26 Real-world Examples

27 Example 1 - Campaigner Template Test sent to all new sign ups Test Objective: Increase Campaigner webinar attendance

28 Template Test 1

29 Template Test 2

30 Template Test - RESULTS Lessons Learned: Results are so close that a secondary test might be worthwhile Don t base decisions solely on open rates!

31 Example 2 jblast Subject Line and Content Test Cross sell sent to all jblast customers Test Objective: Encourage jblast customers to sign up for Campaigner

32 Subject Line Test 1 jblast offers you a Free Campaigner Marketing account

33 Subject Line Test 2 jblast recommends Campaigner Marketing

34 Subject Line - RESULTS Lesson Learned: Including Offers and FREE in the Subject Line was more appealing to customers.

35 Testing Closing Thoughts Just get started! Make a plan Measure against your original objectives Be creative, Be consistent Over time: Learn more about your prospect/customer base Increase engagement rates Increase sales

36 Questions?

37 Thank You! If you have comments or questions about this session, feel free to us at Facebook.com/Campaigner Twitter.com/Campaigner