Split testing, also known as A/B testing, is essential to successful conversion rate optimisation of any website. Split testing involves having two (or more) variations of a page with slight or major differences between them. Send an equal amount of website visitors to both the original and variation of the page, and use the number of conversions or revenue generated by each variation to determine which is the most successful and should be used going forward.
Whilst a marketing manager used to spread budgets widely to obtain greater marketing penetration this has now been replaced by a new age of data driven marketing strategists who allocate budgets purely based on performance. To work out the performance of each marketing channel marketers must rely on tracking, but how can you track offline marketing activities?
It is relatively easy to set up tracking for your website through tools such as Google Analytics or directly through Google Adwords or Facebook with conversion tracking. This data is invaluable and lets you optimise and improve campaigns, and allocate spend to the best performing marketing campaigns. One conversion type which is very common is frequently ignored with all forms of online marketing however: Phone Tracking.
One of the main advantages of online marketing is the ability to accurately track the success of different marketing sources, this enables optimisation of each campaign and efficient allocation of budgets to improve the ROI. This advantage is one that is essential to outperform competitors yet a large number of businesses that are investing money online are yet to set up a way to track different sources. It is not hard to set up your website to enable this tracking however, simply follow these instructions.
In order to increase your return on investment from online marketing, tracking is essential. By using tracking you can determine exactly which marketing sources are generating you sales or leads and then allocate budget and optimise accordingly. Unfortunately, tracking can be one of the most frustrating things to deal with online, with constant issues and parts breaking, not to mention that most tracking programs, whether internal or a third party, do not always exactly match each other.