Category View (Metrics)

For the last few weeks we have been running a multivariate test on one of our registration pages. The final results are not in but some of the initial findings are worth sharing.  Here are a few key areas everyone could probably benefit from when building out web pages or writing sales copy.   The most important element in terms of increasing conversion is to present copy in bullet points (or some similar format). Basically people don't want to read. People like to get bite size chunks of information.  Bullet points are easy to scan, read and remember. Be very direct with your call more...

Do you test everything you can to increase your marketing conversion or response rates? Are you using control groups? If not, you aren't testing effectively.  You might be guessing, assuming or just throwing caution in the wind.  I know many people who have said "we are testing X,Y or Z"  but when you ask about a control group they answer, "we are going to see how it performs to what we did last year".  What!?  You are comparing what you did to something that happened a year ago.  Did nothing change?  Obviously this doesn't make sense and is a bit of an exaggeration but more...

The last few weeks we have been running free real estate seminars in different cities across the country.   To generate awareness and drive registrations we have been using print advertising in the local newspapers for each market we visit.  Throughout these weeks we have been discussing the effectiveness of the ads and whether or not they were 'old school' direct response enough for what we need the ads to do.  Part of the reason for these discussions is that Michael wants us to test different messages and harder hitting variations of the ads.  Nothing to disagree with here and great more...

If you are marketing a product or service I hope you are measuring the results.  If not, you are missing the boat (more clichés for Cybelle) and you will never know if what you are doing is making a difference in your business. The goal of marketing should be to move the sales needle (or build up a database marketing effort for long term sales) if you can't quantify the results of your efforts then put the money in the bank and earn the interest.   If you don't measure you won't be able to test one idea against another or take more...