As a mediocre science student, the one thing I really understood was the scientific process. This structured approach to testing any theory or idea made perfect sense. Try something, measure the results, adjust your variables and try again.
In theory, this same process works for marketing. Try a campaign, measure the results, adjust and try again. The problem: traditional advertising is tough to measure. How many of the phone calls you receive this week are really directly a result of the the advertisement you ran on Sunday?
The internet is a marketer’s dream! Rapid results, readily available from a wide variety of sources are at your fingertips on the web.
- Google Website Optimizer tests the effectiveness of one headline or offer from another.
- Google Analytics gives you a better feel for how people view your pages.
- You can access the workforce ofAmazon’s Mechanical Turk or UserTesting.com and get usability testing done on your web pages.
Take advantage of these tools to improve your site and on-line marketing. Test, Test, and Test again!