10 Test Types For Digital Marketing Campaign
If you have passed school or college, you would have undergone exams and tests. Test is a procedure intended to establish the quality, performance, or reliability of something, especially before it is taken into widespread use. Testing is an important element in creating a successful advertising strategy and campaign. In order to optimize your ads and get higher return on investment (ROI) it is necessary to use various testing methodologies. The two common testing methodology used in digital marketing campaign are A/B testing and multivariate testing.
A/ B Testing:
A/B testing compares two elements of your ad. A perfect example is comparing two different images, you can also compare two different call to action buttons (CTA) eg: “know more” button and “try now” button. You can also test with two different CTA button colours. In A/B testing we are testing one single variable at a time which helps us to arrive at an actionable conclusion.
Multivariate Testing:
Multivariate testing compares a much larger number of variables at the same time and produces more complex information. Multivariate testing is a technique for testing a hypothesis in which multiple variables are modified. The goal of multivariate testing is to determine which combination of variations performs the best out of all of the possible combinations. With multivariate testing, you can compare a combination of multiple designs, headers, CTAs and images. In order to run a conclusive multivariate test you need to show a statistically significant number of conversions for your different combinations.
Here is a list of what you should consider testing for digital marketing campaign:
1. Headline: Write an eye catching headline. Test multiple headlines.
2. CTA: Consider testing CTA location and button colours.
3. Copy: Test different copy: bullet points, a numbered list or paragraphs.
4. Images: Test different images and image location.
5. Offer: Test different offers: a contest, discount or a promotion.
6. Forms: Test different form length and locations.
7. Colours and design: Determine which colours and design works best to attract your audience
8. Responsive design: Test how different responsive design templates look on different devices.
9. Targeting: Test out different audiences and targeting options to see what works best.
10. Delivery: Try different overlays and pop-ups.
Science is simply common sense at its best, that is, rigidly accurate in observation, and merciless to fallacy in logic- Thomas Henry Huxley
The 7 steps to begin a test in a digital marketing campaign
Start with a hypothesis: It is always preferable to start with a null hypothesis. “null hypothesis” is a general statement or default position that there is no relationship between two measured phenomena.
Choose one variable at a time: You can choose any one variable which will have an impact on customer behaviour. CTA button colour is a variable-Test it for two different colours and find out which one has a higher CTR.
Check the type of audience: Which demographic or interest group will you focus for this A/B testing?
Define your goal: A goal can be the number of clicks on the CTA button or the time spent on a particular page.
Fix a timeframe: It is essential to fix a timeframe to run a test. Normally it is 3-4 weeks.
Check your results from all channels: Examine the results based on the goals set and ensure you look at all different channels you have administered the test on.
Identify the winner: Which version performed better and was there a significant difference or was it marginal?
