Marketing – How Do You Know What Is Working?
If you've been in business some time - you will have more than one marketing strategy going on - so how do you find out which one is working?
Split testing is the answer. What is that? As the implies – you are splitting your campaigns and testing them separately. You do this by marking each of your marketing campaigns in some way so that you know where your traffic and sales are coming from and which campaign is the most successful. Here are a few ideas as to how to do this.
1) Direct each campaign to a different company contact – be it web site, domain, email address or phone number. VOIP telephone numbers are very inexpensive these days as are domains.
2) Give your customers a discount coupon and use a different coupon code for each of your campaigns.
3) Use a slightly different mix of products for each campaign - take care not to use different prices though as your customers might come from two different campaigns.
4) If using Pay Per Click (PPC) then use your online account to separate each campaign.
Running through your receipts and web stats will soon tell you which is the most successful marketing campaign you have. Make changes to your campaigns as you feel the need. Use different by lines, headers, graphics and contents and experiment to see which campaigns have the best effect. Also have a look at the products you are selling and the market that you are targeting. Often subtle changes are all that is required.