Today I’m joined by a man who envisions a world where every business tests their ideas. He formed his own conversion optimization agency ‘Dayley Conversion’ – in 2014, which later became part of ‘Disruptive Advertising’. Welcome to DMR, Chris Dayley.
On this episode of Digital Marketing Radio we discuss split-testing, with topics including:
- Should every business be split-testing the performance of their web pages?
- From the businesses that you talk to, what percentage would you say are carrying out split tests on a regular basis?
- What’s wrong with just launching a new version of a page and comparing the results with previous conversion rates?
- What if you’re a busy marketer with little dev resource. Should you still be doing split testing?
- What kind of tests are really good to get started with?
- What would you say to someone who said to you that they’ve tried split testing before, and they didn’t notice any difference?
- What changes that you’ve made in the past have resulted in big improvements?
- Is it possible to make mistakes with split testing and actually make your conversion rate worse – if so, what kind of mistakes have you seen?
Software I couldn’t live without
What software do you currently use in your business that if someone took away from you, it would significantly impact your marketing success?
Hotjar [Webiste visitor testing]
Optimizely [Webiste visitor testing]
Visual Website Optimizer [Webiste visitor testing]
Adobe Target [Webiste visitor testing]
What software don’t you use, but you’ve heard good things about, and you’ve intended to try at some point in the near future?
Adobe Recommendations [Tweak automated product recommendations]
My number 1 takeaway
What’s the single most important step from our discussion that our listeners need to take away and implement in their businesses?
Do A/B testing on your site. If you’ve tried it in the past, try it again. Think bigger. Think more dramatic. And if you need to, get some outside help to get additional ideas. But if you’re not testing on your website, then you are missing half of the digital marketing pie. You’re just sending traffic to a site that you assume is working.