Frustrated With Your Marketing Performance Numbers?

Like any small business in the online marketplace, you have to compete with a host of other small businesses like yours to get your brand in front of more eyes. That means you have to create and launch strong marketing campaigns to get attention — but that can be a seriously daunting task.

It can often feel like you’re launching ads, sending emails and posting landing pages blindly, without knowing if your audience is going to respond or engage. If you’ve been marketing for a while, it might seem like even the campaigns you spend lots of time perfecting don’t get the results you were hoping for. That also means you’re wasting your marketing time and money.

You want to share your product, talent, advice or other knowledge with the world, yet it feels like nothing you try can get your business in front of the right audience and get a response. It’s tough to build a successful business when you’re just guessing who your audience probably is.

Other small business owners and entrepreneurs have been where you are now. Most entrepreneurs assume that strategic testing to understand which marketing elements work best to attract an audience is too difficult or costly to pursue. More than 20% of businesses report that they do not have a strategy for testing their marketing efforts. It doesn’t have to be this way.

The Secret to Sustainably Improving Your Marketing

There’s a way to see how your audience responds to your marketing in real time and discover what’s bringing you the best return on your money. Former President of the United States Barack Obama used it in his campaigns to raise an additional $60 million dollars. It’s called split testing.

Split testing is experimenting with variations in your landing pages, emails or ads and then analyzing the results to better understand which aspects resonate more with the specific audience being targeted. These are easy-to-set-up testing methods that don’t cost any more than what you’re already spending if you’re using a modern marketing automation platform.

With little effort and cost to you, split testing allows you to see which landing page converts more, which email gets the most opens or clicks, and which ads are really working to provide the boost your business has been waiting for.

How Can Split Testing Pay Off in Your Business? The Data Speaks for Itself

There are dozens of examples of how split testing has helped boost marketing campaigns in the past. Here’s a list of fifty case studies that illustrate the success of simple split testing techniques, including increasing click-through rate by 6%, increasing likes for a Facebook post, and increasing conversions by 107%. As Peep Laja, the founder of ConversionXL wrote, “Every single day without a test is a wasted day. Testing is learning.”

With only 44% of companies using split testing, you’ll be sure to get ahead of the game. To take that further, as the What to Split Test guide states, “If you could improve a landing page’s conversion rate from 1% to just 2%, that would mean doubling your results — opt-ins and sales — on just one page. That’s a huge opportunity for your business and just one of many attainable goals by means of split testing. You never know what will end up resonating with your target audience — so always be testing!”

The Benefits of Split Testing Your Marketing

Split testing can make a significant difference in the effectiveness of your campaigns moving forward. With it, you’ll be able to:

  • Test every variation you’ve ever wanted to try in your marketing campaign so you can be confident which variation works
  • Reduce the amount of time used to optimize your conversions to make more revenue, faster
  • Make the most effective decisions in terms of your marketing budget to improve your marketing performance across the board
  • Rather than guessing, know right away which of your landing pages, emails or ads are performing so you can eliminate those that are losing you money
  • See data-driven results from your campaigns so you can create a stable, sustainable revenue stream moving forward

Need more inspiration on what you can (and should) split test? Check out What to Split Test for ideas and guidance on different elements you should consider when you start split testing your marketing assets.

About Ben Cogburn
As Ontraport’s Traffic Manager, Ben Cogburn spends most of his time in our parking lot. Just kidding, he’s our resident digital advertising guru. As a geology enthusiast, Ben graduated from the University of California, Santa Barbara with a degree in Environmental Studies. So to say that he likes rocks is an understatement. You can find Ben hanging out with his rock collection, playing video games or hunting down new figurines to add to the impressive display he has on his desk.