“Never stop testing and your advertising will never stop improving.”
David Ogilvy sometimes called the father of advertising, said those words back in the “Mad Men” era, long before digital advertising existed—but they still ring true.
Ogilvy knew that to get the maximum impact from each dollar spent you had to test. As a marketer, you are always trying to optimize performance to achieve the best results. This is even more important with digital marketing as the digital world continually changes. So how do you do it? The answer today is the same as it was back then—testing. Testing drives creativity, enhances performance results and helps to understand what, why and how consumers will react to your marketing materials.
Why We Should Test
Beyond a bigger bang for your buck, there are other insights to be gained. For instance, you can use testing to learn more about a particular segment or audience—their preferences, behaviors, interests, likes, and dislikes. You can also test the performance of your creative and your messaging. It’s possible to test every aspect of your ad or landing page to find out what resonates best with your audience and aligns with your objective: image, copy and call-to-action (CTA) button.
How We Should Test
There are two different methods of testing, A/B testing and multivariate testing.
Sometimes known as split testing, this method compares two nearly identical versions of creative with a change to just one element. For example, the same landing page with different colored CTA buttons.
This method tests multiple variables at a time to determine which combination of variations performs the best. For example, building three pages that test combinations of different landing page layouts, CTA button placement, and CTA color.
What Are the Benefits of Testing on Digital Platforms
Digital is a cost effective testing method. With digital media, you are able to garner learnings and insights into audience behaviors and responses before investing in production and postage costs for traditional tactics like direct mail or print.
Another benefit is the ability to see results in real time. Digital media allows you to view data and make strategic decisions without the longer lag time of other tactics.
And digital testing is the smarter way to reach your audience. The ability to hyper-target users through digital media means spending your marketing dollars more effectively and efficiently.
Nicole Wetwiski, Director of Digital Marketing