Control Freak

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 you get the idea.  

In 2007 we used testing and control groups to prove that:

• Using a security logo on our site has increased conversion by 7%.
• A specific marketing campaign performed 69% better then the same effort without  online banners.
• In some cases text links outperform banners by 3-1.

In 2008 we will be testing more then ever.  We plan to test:

• Landing pages for our real estate training programs and wealth builders network
• Home page variations
• Direct Mail and print advertising for our real estate seminars
• and the list goes on.

When you are working on your marketing plans and business strategy do you include testing?

How has testing proven your theories right or wrong?

What was the most important marketing learning you found this year?

If you're not in control of your testing it might be costing your company marketing dollars.