People who know me know I'm a big fan of testing. You never know for sure how people are going to respond to your emails and landing pages unless you test, and seemingly insignificant differences and simple changes can have a huge impact on response. What's really exciting is that marketers today can do more than ever, more easily than ever.
Three of the reasons I'm such a big believer and encourage marketers to pursue testing are:
1) You can test multiple variations and deploy your best performers.
Testing is growing and evolving alongside marketing. Marketing tools with built-in A/B page-testing capabilities, such as our landing pages solution, enable marketers to quickly and easily test multiple page variations, measure each page's performance relative to the next, and designate a larger percentage of display time to the best performers. Poorly performing pages can be pulled and tweaked, or swapped out for new pages. This isn't your mother’s A/B page testing; today’s testing includes capabilities that increase efficiency and begin to move us into the exciting realm of page optimization.
2) Optimization can yield tremendous incremental returns.
By tuning the elements of your landing pages to the variation(s) that will generate the greatest audience response, you'll achieve optimization that can yield tremendous incremental returns. Even a 5 percent to 10 percent lift—relatively small by comparison to some of the anecdotes I’ve heard from people using page optimization—can be substantial. For example, you could equate that kind of improvement on your email opt-in page to spending 10 percent less on your search ads, or increasing the size of your opt-in database by 10 percent. A seemingly modest lift can be significant in terms of real downstream revenue and loyalty impact.
3) Computers are taking over the heavy lifting.
The great news is that thanks to technology, these capabilities aren't as difficult to implement as they might sound. Sophisticated marketing applications have taken over what used to be a time-consuming and manual process, leaving marketers free to exercise their creativity, art and judgment. When your landing pages tool does all the work you used to have to do by hand—rapidly cycling through page iterations and providing real-time results on which pages and elements are working and which aren’t—you can focus on interpreting the numbers and making the appropriate changes to enhance the results of your marketing campaigns.
Marketing automation technology has taken A/B page testing to a whole new level by introducing page-optimization capabilities to the engagement marketer’s tool kit. And the best news of all is that it's wonderfully easy. With very little extra time and effort beyond creating an initial landing page, marketers can engage more fully with page visitors by providing a more measurably relevant experience that increases conversions and drives additional sales.