Online Testing Strategies
In a nutshell, online testing involves keying each marketing test with a unique identifying code (so each sale or inquiry can be tracked to its source), running the tests, keeping records, and tabulating and comparing the results. The ad or marketing communication which draws the best response becomes the control, or standard, which future ones are measured against. Let's look at the process in more detail.
Scientific testing involves the following steps:
1) Determining which element(s) of an ad or marketing communication that you want to test.
2) Creating the test ad(s).
3) Keying each ad with a unique tracking code.
4) Keeping good, accurate records of your tests.
5) Running the test campaign.
6) Tracking and comparing the results each ad generates.
7) Repeating the cycle, constantly attempting to create an even better ad than your existing control.
Keying ads and tracking responses online can be done in a variety of ways. For accuracy, be sure to use a unique tracking code for each different ad and keep good, accurate records. The tracking method used will vary based on your circumstances and the type of response you want.
Tracking Web Page Hits
If you have access to your log files or another way to track the number of hits to your site, you can track hits to your web pages by placing a ? after the url used in each ad, followed by a unique tracking code. For instance:
Ad #1 could be keyed with this tracking code: http://ProfitInfo.com/catalog/v3.htm?1A
Ad #2 could be keyed with this tracking code: http://ProfitInfo.com/catalog/v3.htm?1B
Links with the 1A and 1B tracking codes in the URL don't adversely affect such links in any way, but will show up in your log files.
To find out the exact number of hits that a particular ad generated, look at your log files within a few to several days after running it. (Check with your ISP or web host for access to your log files.) By using the tracking codes as explained above, you will be able to precisely know the results that a particular campaign generated.
NOTE: A future issue of ProfitInfo will reveal some resources for making the job of tracking test results much easier.
Tracking Email Responses
If you have unlimited email aliases available through your web host and want ads to generate responses via email, you can use a unique email address as the tracking code for each ad. One drawback to this is that the more email addresses you make publicly available, the more spam you're likely to receive. Alternatively, you could use one of the many free email addresses that various companies offer for each different test.
The same idea applies toward autoresponders: You can use different email addresses to track ad responses generated through them.
Another way to track email responses is to ask respondents to place something unique in the subject line, which serves as the tracking code.
In a pinch you can use the following trick to help automatically place what you want in the subject line of a new email message when it's clicked on in an email program: mailto:user@domain.com?subject=Send_Info (Replace user@domain.com in the above example with the email address you want to use.)
When the above link is clicked on in an email message, the part after ?subject= will automatically appear in the subject line of a new email message in most email programs (but not all). In the example above, Send_Info would appear in the subject line.
Note: These testing and tracking ideas can also be used to test banner ads, web page links, etc. You just need to be able to key them with a unique tracking code, and to be able to tabulate responses so results can be compared.
Attempting to Beat Your Control
Your main objective in testing is always to try to come up with a better pulling ad than your existing control. Whenever tests prove that another ad pulls better than your existing control, it then becomes the new control.
Note: The best ad isn't necessarily the one that generates the most leads or inquiries. The best ad is the one that generates the most overall PROFIT, after expenses.
Make Testing a Habit
Remember that the most successful direct response marketers (Internet marketing being just another form of direct response marketing) tend to do lots of testing.
Instead of viewing tests as a lot of unnecessary record keeping, you should view it as a wise investment in crucial information that reveals how to progressively improve the profitability of your marketing. Considering all the advantages that testing gives you, the reasons for making a habit of testing are obvious.
You don't have to continue spinning your wheels, unaware of what's working and what isn't in your marketing campaigns. If you aren't already, start taking advantage of scientific testing to constantly improve your marketing, avoid making the same wasteful advertising mistakes, and earn more profits.
Best Wishes,
Marty Foley,
Victory Ventures
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