Competitor analysis

Evolve and develop

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Why Bother?

A recent benchmarking report showed that of business who made changes based on their analytics data, 78% saw an improvement in the results, with none reporting a negative change. This suggests that if you keep making changes to your site, it will continue to improve.

Many large firms such as banks and e-commerce websites use split testing, also known as A/B testing or multivariate testing to serve up multiple websites at any one point in time to find the one that converts the most traffic. The highest performer is the one that gets implemented.

Where to start?

Using your analytics data to find out what areas need improving and make some changes. You will likelt find that changing even the wording of a button can impact how many people click it. Similarly with emails and social media, the same link but worded in two different ways can see vastly different clicks. Keep an eye on the results of the changes, and find out what works and what doesn't. You'll find over time that you may get a feel for what needs changing, but always keep looking at the stats as you can often be surprised at the results.

A great resource to read through is Marketing Experiments which often show the results of their tests and can be a good way to build up some knowledge of split testing.

Useful tips:

  • You can split a small segment of your email database into a couple of small groups and try some different email titles and links, find which works best and send that to the rest of your email list.
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Final note

Hopefully this process has been helpful, and if you've followed the majority of it, you should be on your way to seeing successful marketing results and seeing some good results and winning business and making returns.

Don't forget; there are plenty of marketing firms out there who can help you, and it's always worth following marketing blogs and listening to marketing podcasts and webinars.

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