In a profession as dynamic as marketing, new ideas and approaches are constantly being developed and discarded. Yet once in a while something comes along that makes so much sense, it is only a matter of time before it becomes standard practice. Well, I have seen the future and it is multivariate testing.
Sounds kind of technical, doesn’ t it? The concept is actually simple. Multivariate testing means using the power of the Internet to test every element of a marketing message in order to identify the most effective whole.
Did you know that you could go online and experiment with all of the potential images, headlines, graphics, text and calls to action you might be considering for your next website updates or advertising campaign? New software programs let you randomize each item to help identify which combination is the most powerful in delivering business results.
This information can take the guesswork out of developing new online or printed materials. Best of all, it doesn’ t have to be expensive. Google offers a free multivariate testing tool called Website Optimizer that can be a great resource in helping you get started.
Wouldn’t it be great to use text and images that you know work?
- TIP: Stop guessing at which marketing approach will work best. Before you launch your next campaign, consider a controlled multivariate test first in order to find the most effective and efficient solution for your firm.
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©2010 Barbara Wayman, BlueTree Media, LLC.