In marketing, conversion is a huge deal. Whether you are introducing a new product or your re-marketing same product, it is essential that people purchase from you.
The ability to engage, convert and retain your target customers is in your hand.
Therefore, it is usually advised that you seek to test your ads and campaigns especially on social media platforms to see which works best and has higher conversion rate than another.
Same as when you buy a product in the market, in most some countries like Nigeria, the product might be tested for you to see and attest its functionality.
For example, you go to a shop to get ear plugs, the seller will connect it to your phone and try working it. This is to ascertain whether it’s a good fit or not for the phone. That also applies to online testing.
This gives you a clear picture on how you can re-tweak your campaign to fit in and give you the kind of result you look forward to which is conversion.
To test any component on your website like a landing page, an email campaign, sign up forms etc., you must start with marketing segmentation. That way it is easy for you to measure which segments are performing better than the other.
The main components to test are the landing pages, signup forms, PPC campaigns, media buying campaigns and your email campaigns.
Most marketers are familiar with the term online testing to mean A/B testing or split testing. This is the way for marketers to know the best path to take in their marketing campaigns.
They can test option A against option B and see which one is better. Testing is also known as one of the best tools for conversion optimization.
But what does it take to run a successful online test? What do you need in order to come up with the best possible option?
There are several ways for marketers to optimize their site, but few are more effective than online testing. Which allows website owners to explore more options and take risks without actually taking the risk on the live website.
It also allows marketers to move out of their comfort zone and try new and different things without the fear of losing visitors or customers in the process.
But online testing has to be done properly in order to see the best possible results. This is one of the best ways to make sure that you picked the best marketing option for your website.
Here is an infographic from Kissmetrics to illustrate the importance of online testing.