Internet Marketing Case Study: Testing Works
Ian Lurie Jun 13 2006
Testing works. It doesn’t just work. It kicks butt. Here’s a recent example:
We ran a lead generation campaign for a client. We had 4 landing pages and made sure that 25% of our audience landed on each one.
These landing pages were not all that different. We used two possible headlines and two possible photographs to create the 4 pages.
A month later, one of the four pages outperformed each of the others by a factor of two. We refocused the campaign on that page and are now generating even more leads.
Moral of the story: Always watch the numbers. And always make sure you have the numbers available.
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More