It’s high-noon, inside a meeting room, a stand off between the Product, the Ad Channels and the Ad-Copy is inevitable. The question that brought them here is “How can we do better?”.
For most the answer is to kill off their ad copy or channel and spend their funds/energy on the others or something new and exciting like AI. While not completely wrong, we often ignore simple testing.
A simple test on changing the Ad Channels (Platforms you use) , Formatting (of the Ad or even your webpage) and the Ad copy (the words you choose) has the potential to bring in sales or even inquiries that no AI agent can do for you.
Current Marketing tools allow its users to do such testing under the name of “A/B” testing.
Where a select audience (say 30%) get access to a certain new style or edit on the base Ad/ page layout, a different section of the audience (30% again) get access to yet another different iteration of the Ad/Page layout and the remaining (40%) get the classic/previous set up (while this is technically A/B/C testing it uses the same concept).
Using this you can potentially test out different page layouts, slogans, text, imaging, and even the offers/discounts you present to your audience.
A personal experiment that I’ve run with A/B testing includes the placement of the “Contact us” buttons on websites :
Where I had the option of placing it early on in the page but the customer has no idea of what we offer Vs. Later on in the page, where the customer had to swipe through paragraphs of text to find a way to contact us.
I offered 30% of the audience a “contact us now” button immediately, 30% of the audience a “contact us now” button with a small text context of the organization’s operations/services and the remaining 40% got the old text filled page with the late “contact us now”.
Needless to say the small context with an early contact button performed better than the rest and is now driving a higher percentage of revenue into the organization.
Looking at another experiment I’ve run using A/B testing is just deciding which image/text/paragraph shape the audience of the Ad responds better to in marketplace ads.
This shows us how A/B testing removes personal bias for what we think is best to what the (ideal) customers of the company thinks is best.
Studio Mark Digital runs these tests for you, to make sure we’re constantly optimizing your Webpage/Ad/customer experience to drive the best possible results that other organizations look over on the daily. You don’t have to be an elite tier customer for us to run this test; this is something we offer to everyone. So ask us about your A/B testing now, and let’s start driving more revenue in for no cost !
