Testing, 1, 2, 3…

Over at DMNews this week, Mark Stebbin of MarketMotive wrote apiece on A/B Testing for online marketing campaigns. Though the example used is a B2C campaign,  B2B marketers can benefit from the same concepts.

Marketing automation tools can be used to create multiple campaigns - changing out key elements such as graphics, subject lines or special offers - and then compare ROI results. Viewing click-through and conversion rates for the campaigns  will help you understand what strategies appeal to your target audience and lead to increased success in your future campaigns.

Automation software can also offer multivariate testing for your landing pages to compare conversion rates from you PPC campaigns. Just as you can determine which emails are most attractive to your prospects, you can analyze conversion rates and choose the landing pages that yield the highest ROI.

Creating two versions of a campaign may require a little extra legwork, but think of it as an investment that will save you time and increase future profits with just a few clicks.