If you are old enough to remember direct mail marketing (a tool pushed to near extinction by new technologies), you may remember that good direct mail marketers always tested messages before investing in a “final” campaign concept.
Fast forward to today. One the rules with pay-per-click (PPC) advertising – test lots of messages. Why? Again, because only careful testing of messages will produce true sales winners.
Now testing lots of messages (or otherwise continuously creating lots of content) does not mean wandering from the central tenants of your positioning strategy – you know – that idea you’re using to capture and hold share of mind among your prospects. That will prove fatal.
Stick to strategy and remember these important tips:
- The simplest, briefest versions of your landing pages are often most effective. Always start with basic best practices, create testable options and then test everything – headline, buttons, video, CTA placement and so on.
- Give your tests enough time to reach a conclusion, then build a new test based on your findings.
- Be guided by test results – not hunches and emotion.
- Never stop testing