The SEMA webinar “Use Online Testing for Higher Profits/Lower Costs - Test the Effectiveness of Your Online Marketing” featured several tips designed to test the elements of your marketing strategy to identify what doesn’t work before your company wastes resources for undesirable results.
Presenter Brian Offenberger of BizGrowth Search Engine Solutions says that testing is important and allows you to generate the maximum amount of return on the minimum amount invested. “Testing will help you learn what your customer wants, but more importantly, it is also an effective way to learn what customers are willing to pay for.”
One effective and simple tactic to use when evaluating your online marketing is A/B or split testing, where one variable is tested to discover what works the best (i.e., black or blue font in a headline).
He suggests to begin testing the aspects of your marketing directly impact you bottom line. The most common elements to test are:
- Ad Copy
- Promotional Offers
- Landing-Page Design
- E-mail Marketing Messaging and Subject Lines
“It is very important that you test your ad copy,” says Offenberger. I worked for clients where all we did was change one word of the ad copy. That one word change resulted in a 3000% better response.”
The webinar expands the types of testing beyond one variable to include tactics for multivariate approach, the testing of multiple combinations of elements. The entire audio and Power Point presentation is available for download by clicking here.
SEMA's Webinar Program
The SEMA webinar program brings the world-class business seminars featured during the SEMA Show Education Week right to your desktop. Different business-building sessions are constantly being added to the program, offering members the latest insight and practices from today’s leading speakers. One of the best features of the program is the Q&A session included at the conclusion of each webinar, which provides participants the opportunity to ask questions specific to their businesses and garner feedback from leading business experts.
All SEMA webinars are conducted live and are open to all employees of SEMA-member companies free of charge. To participate, all you need is a computer with Internet access and a telephone. All previously conducted SEMA webinars are available to download anytime by clicking here. To view upcoming presentations that you can attend via the telephone and Internet, click here.