MarketingSherpa is giving us a lot of love recently with The Weather Channel case study and now one on Smartsheet. If you were too shy to sign up for our case study on the Widemile website, then please check out the one at MarketingSherpa.
I especially like the last 4 points in the story:
#1. Don’t sit pat on your conversion rates. Colacurcio didn’t know that her original 5%-7% was above the industry average going in and is glad she didn’t. “If I would have said, ‘My conversion rate is pretty good’ and done nothing, I would have totally missed the opportunity to double it.”
#2. Conducting just a few multivariate test and applying them to a greater number of landing pages works. Simply put, you don’t have to test each landing page individually. “Sometimes it seems overwhelming when you think of multivariate testing, but you can cut corners. There are a lot of things that are low-hanging fruit — things that can be applied across landing pages.”
#3. Redesigning shouldn’t stop with your team’s new ideas. “You really have to get your organization into the mindset: ‘We are testing. We are not just going to spit out the next five Web pages.’ ”
#4. Even if your higher-ups are impressed with the initial results, Colacurcio says, marketers should expect to face organizational barriers when they start their second round of testing.
Don’t forget to check out the before and after in the creative samples.
If none of that catches your eye, Janet Meiners at MarketingPilgrim wrote a great summary on the case study. She also makes a great point that, “I’ve been in heated debates about the best course of action but testing works best – assuming you’re humble enough to go with the data over your ego.”
Trust your data and watch your numbers build your ego.