When developing a marketing and sales strategy for your business, there are many avenues, ideas and programs to follow. It’s overwhelming at times – Do I focus on message? Do I need a new design? Is my website performing? It’s enough to make your head spin! However, one of the key pieces of advice any consultant, marketing guru or successful businessperson can give is to test, Test, TEST!
Justin Premick published an article about his case study regarding his email efforts and how effective they were. The focus of the case study was comparing text links to html buttons in an email. He was trying to discover which type of presentation drove more sales and conversion. Not surprising, his initial results were that the colorful button drove more people to click. Rather than stopping there, Premick continued to test this in over 40 emails. His results showed that over time, these results were not true – in fact, the final results were that using “buttons” rather than tests was not the best long-run tactic to take.
So, why is this important? Premick stated it best:
- What works today may not work tomorrow.
- What works for someone else may not work for you.
Running a successful business takes testing and analysis to see what works for you and your business – so come up with a hypothesis and test it! Once you see what works for you, you can use those learnings to continue to refine your marketing strategy and get the most bang for your marketing dollar and time!
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