Last week, I presented along with Stephanie Miller from Return Path, at the MarketingProfs B2B Forum (MPB2B). Our topic was “Email Testing for Higher ROI” and it expanded on the testing theme that was prevalent throughout the conference. Marketing campaign testing is important to increase revenue and strengthen return on investment. In a nutshell, you need to develop a baseline/benchmark, determine your testing methodology and hypothesis, test it out, analyze the results, and refine and repeat based on your initial test results. There were several testing questions that were discussed at MPB2B and I’d like to continue those discussions at this week’s #SMchat Twitter chat.
The #SMchat topic for May 12th is Testing! What questions do you have about testing? What answers / examples would you like to share? Please join us from 1-2:30P ET on 5/12/10 to talk about testing including these conversation-starters:
Welcome…please tell us about you!
Q1 – Do you test your marketing campaigns? How often?
Q2 – What part(s) of your marketing do you test? (i.e. PPC, email, landing pages, etc.)
Q3 – Is there a better/easier web page testing program than Google Website Optimizer?
Q4 – Do you have a method to your testing or just test at random?
Q5 – Do you believe in doing similar and expanding or doing diverse tests and narrowing?
Q6 – What do you consider “statistically significant” results & why?
Q7 – What will you test next?
Any other testing questions you have? Please feel free to leave them in the comments section below!
I’m in Boston speaking at the MarketingProfs B2B Forum, which is a beautiful city for a conference although Boston has had some water problems in the past few days. (Can you say ‘massive water main break?’ See my post on the3six5.com for more details.) It struck me as a great location, being a quick train or plane ride from most of the East Coast, yet easily accessible from the rest of the country as well. It got me thinking about locations – both big (like cities) and small (like conference rooms).
I sit on the left. I write with my left hand and it makes it easier for me to sit on the left corner of a table if I’m going to be writing – that way I don’t bump elbows with anyone. Being a leftie, the seat at the far left or end of the table makes sense for me. Although my children both write with their right hands, my son throws with his left hand and my daughter bats left-handed. Locating them in certain positions when playing sports makes sense, too.
For example, my daughter gains an advantage in fast-pitch softball by batting left-handed – she’s already several steps closer to 1st base so it’s easier for her to make it there. Are you making it easier for your customers to make it to the checkout (or form for non-ecommerce sites) by placing the call to action correctly? Best practices say that you should state your offer often (at least 3 times) and “above the fold.” Use your web analytics to make sure you know the most common screen sizes and then place the call to action and conversion process starting point in a prominent location where users don’t have to scroll. Hubspot has a great article on using heat maps to determine optimal placement. That’s one way to take advantage of location on your website.
Another way to gain advantage is by marketing to your customers at the right place and the right time (see my post on that here), but it’s also important to take control of the playing field by being in the right location. My son is a lacrosse defenseman and being a leftie gives him the advantage of being able to stay in the middle of the field on defense and have his stick comfortably positioned to line up with a right-handed shooter coming toward him. What do you do to position your product/services so that they line up with your customer’s needs? It also gives him an advantage when he has the ball on offense because his body is lined up between the ball and the defender.
Testing your email campaigns is a great way to determine your customer’s needs in order to have them line up with your goals and objectives. Stephanie Miller and I will be discussing that topic at our Hands-on Session: Email Testing for Higher ROI during the MarketingProfs B2B Forum and I’ll share some of our tips and tricks online after the presentation for those who couldn’t attend.
I hope that you will share some of your tips and tricks on location, call to action, email, or any other relevant topic in the comments section below!
Well, the 2010 Winter Olympics in Vancouver, Canada ends today so I decided to try to come up with a “dream team” of Internet Marketing Olympians in several categories. The “events” are: Affiliate Marketing, Blogging, Email Marketing, Search Engine Marketing (including SEO/SEM/PPC), Social Marketing, Web Analytics, and I’ve even included an event for Vendors.
Search Engine Marketing
Hubspot – Dharmesh Shah, Mike Volpe, Rebecca Corliss, and Ellie Mirman
Marketing Profs – Ann Handley, Shelley Ryan, and Beth Harte
Radian 6 – Amber Naslund and Teresa Basich
The Duffy Agency – Kevin Duffy and Sean Duffy
I know I missed a lot of people/companies/organizations that should be on my 2010 Internet Marketing Olympic Dream Team – please post a comment and let me know who they are below. Thanks!
I want to make sure that readers are aware that I won the pass to this conference during the MarketingProfs’ Digital Marketing Mixer Sneak Peek. This in no way impacted my conference review below. Please see the Disclosures and Policies page for more information.
Last week, I attended the MarketingProfs’ Digital Marketing Mixer in Chicago. After 20+ years in the advertising/marketing business, I’m a bit jaded when it comes to conferences, but the speaker list looked good and it would give me a chance to meet “in person” many of the people that I had only met “virtually” via Twitter, email, etc., so I went. I generally consider conferences worthwhile if I get one or two takeaways from the whole conference. That was not the case at the MarketingProfs’ Digital Marketing Mixer. Instead, I got 3-5 things from EACH SESSION that I was ready to implement immediately!
My goal for the next MPDM is a good pic with all my Tweeps! I will be elaborating on the individual things I learned and how they’re being used in future posts, but I thought you might be interested in what some other people have to say about this event:
- Jay Baer summed the event up with 33 Hot Social Media and Digital Marketing Tips (and 8 Killer Quotes).
- I made Aneta Hall’s list of Best Social Media #mpdm Tweets (twice, but once was a RT).
- I didn’t make Michael Damphousse’s Top 20 Tweets from #mpdm, but there were many great people who did.
- Sean Duffy flew in from Sweden to attend! You can see how much he enjoyed the event in his response to the question, Are MarketingProfs Digital Mixers really worth the time and expense?
- Mack Collier blogged daily and posted a Marketing Profs Digital Marketing Mixer: Recap.
- Debra Ellis presented on combining Direct Marketing and Social Media and posted some great Twitter eTips about #mpdm.
- Sonny Gill blogged about the community panel.
- Alexandros Poulos provided BtoB insightsin his post.
- David B. Thomas live-blogged several of the MarketingProfs sessions, including “How Big Brands Engage in Real Time Conversations with Consumers”, “Integrating Social Media Into Your Marketing Strategy”, “Business Blogging Tips and Case Studies” and “30 Ideas from the Digital Marketing Mixer You Can Implement Tomorrow”.
- Matt Grant live-blogged several sessions.
- Teresa Basich posted her insights on the MPDM aftermath.
- Matt Cheuvront wrote about the MPDM theme of social media being an investment.
- DJ Francis posted the only picture of me facing the camera and smiling in his blog post, The MarketingProfs Digital Mixer is Over, But the Work is Just Beginning, although I’m partially blocked by a blurry guy.
- Jessica at Switch also posted Tips from the Digital Marketing Mixer in the Switch blog.
- Check out Eric Hoffman’s Marketing Profs Digital Marketing Mixer 2.0 post if you’re looking for downloadable Word doc notes of both days!
- Michael Brito wrote an article called, Lessons Learned from the MarketingProfs Digital Marketing Mixer 2009 on his blog.
I’m sure I’ve missed a few blog posts, if you’ll take the time to tell me about them, I’ll be sure to add them!