Internet Marketing Case Study: Testing Works

Ian Lurie

Graded Test Form: A+
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
CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at

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