Get More From Your Marketing Investment

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As a Business Owner you’ll know that marketing is important.  But your biggest marketing question isn’t do you know your customers?…but do your customers know you?

Sometimes it feels as though knowing what customers react to and don’t react to is almost an impossible task

Consider A/B Split testing to give you a better insight and help you target your marketing for better results.

What is A/B split testing?

Split testing is all about figuring out which version of your marketing, website, newsletter or ad campaign performs with your customers, and it’s crucial if you want to find out how to best communicate with your audience.

The basic idea is that you’ll run two versions of the same piece, and monitor both to see which one gets the highest engagement. Depending on the goal of the campaign you might look at click rates, sales numbers, phone enquiries or even downloads to figure out which variation is most successful. Once you’ve seen what works (and what doesn’t) you’ll modify your final piece based on what you learn.

How does A/B split testing work? 

As an example, if you’re split testing your website home page you’ll need to create two versions of the same page, each with some small differences. Maybe you want to test out a new colour on your ‘buy now’ buttons, or switch up the position of your images.

They key is to make the pages as similar as possible and just change one or two small things so you can more easily track exactly what your customers are responding to. If you change too many elements you won’t know which one is working.

Once you’ve created both versions of the page you’ll send 50% of your traffic to each version. Based on your customer’s behaviours once they hit their respective page you can start tracking the results to see which colour, or which image position, is having the most impact.

Where can you use A/B split testing? 

The great thing about split testing is that you can use it with just about anything. It’s all about forming a hypothesis about what you think might work with your customers, and then testing your theory.

You can send your newsletter at two different times of day to see which half gets the most clicks, you can send two different versions of a direct mail campaign out to see which one prompts the most sales. You can even print up two sets of business cards and see which one snags you the most call backs.

The key with this is making sure you measure the difference in the results…Peter Drucker is famous for saying “You Can Manage What You Measure”…so make sure before you start that you and your team know what your measuring so you can create better results with your marketing investment.

Our way of doing things is unique and it’s why it produces unique results for our clients…

We would love the opportunity to help you clear your head on what is the right way for you to accelerate your business… 

We highly recommend you watch this step-by-step case study of how we grew Beefy’s Pies into a Famous Aussie Icon from a small stressed out bakery into a family owned chain. Click here to get all the insights into their success…

Or if you have heard enough about how we work with our small business owners, then let’s have an off the record chat about your current situation and see what we can do to immediately guide you…click this link to see what time best suits you.

P.S. Ask if our Boardroom Program intake is open for enrolments…It works best for business owners who see the benefit of having us on as their ‘external partner’ so that they are not alone in the day to day decisions of their business. 

One of the most valuable activities you can do as a business owner and sales professional is to build relationships with people. High quality relationships are not built around a desk.

Try this: Identify the biggest 20% of the relationships you have in your business and go out there and talk to them. Get rid of your desk for 14 days and do just that.

Connect up with your top clients/prospects/centres of influence and see what comes of it. I assure you, you’ll get rid of your desk in an instant on the 15th day.

My accountant did just that, except he didn’t wait until the 15th day. He did it on the first day he heard about this lesson.

It’s what I truly admire about him. Many people over-analyseo an idea, and they do that as a habit over many things in their business. As a consequence they delay progress. They become their own worst enemies in moving their business forward.

Here’s what my accountant did:

Despite having a schedule full of client appointments the next day, it didn’t stop him from removing his desk, removing all shelving, removing all cabinets and removing all traces of paperwork. All he had left in the room was his trusty whiteboard on the wall and four chairs.

No desk.

 

 

Our way of doing things may or may not be right for you…

Either way, it’s always good to get a second opinion on your business situation.

Let’s have an off the record chat about your current situation…click this link to see what time best suits you.

Wayne Hutcheson

P.S. Ask if our Boardroom Program intake is open for enrolments…limited to 8 Businesses.

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About the Author:

Wayne Hutcheson is a Coach of the highly regarded Grow Business Grow Boardroom Program. He works closely with a hand full of clients to help them achieve growth in their business and to enjoy 'guilt-free' time away from their business without it affecting their profitability.
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