Driving traffic to your site is great. Making sure those people are engaged, signing-up or purchasing, is even more important. Your marketing messages should therefore evoke feelings and drive actions.
There are varying degrees of response you can expect, depending on your message, but the bottom line is – there’s no point spending good marketing dollars if they don’t buy you the response you’re after!
How do you know if your message has struck the right chords?
At Wordbank, we know words. We also know how subjective language can be. So when creating or localizing a marketing camping, we have different in-market experts working on the same project to create a variety of versions. Some versions might contain subtle changes whereas some may be completely new concepts based on the audience insights.
How do we know what works? Our digital marketing services allow us to see what version of the creative works best to drive the desired “likes”, leads or sales.
CONTENT TESTING = CREATIVE CONFIDENCE
It’s important to keep testing. Testing should form part of any modern business’s marketing strategy. This is especially true when dealing with an international audience. Knowing what type of message, what words and what imagery work best, will keep your marketing strategy informed and therefore get you the best return.
Content testing shows us which messaging is most effective at driving a desired behaviour, whether that behaviour is a purchase, lead enquiry or even a specific user journey.
When testing, there are a few foundational steps you need to research, plan and write up:
- Market insights: Learn about your audience in all markets. Identify what drives them, where they are coming from, their online behaviour and their needs.
- Objective: Identify what you want based on the audience insights, the consumer needs and the business goals.
- Hypothesis: Just like any scientific study, take what you know and create the best possible outcome for your content testing.
- Test Description: Describe what you are testing, the methodology and the process. It’s important to get this right as you need to identify any possible outside variables that may skew your results, and learn how to minimise the effects.
- Success Metrics: What does success look like for you? Determine the journey, and the return of the behaviour you are measuring.
Testing can make a huge impact to the return you see overall and can help inform future marketing campaigns, in any language, in any market. Taking your conversion rate up from 2% to 3% for example, retaining the same amount of traffic to your site, can mean big returns on investment.
Speak to our team to see how we can help make that big difference, from assisting with marketing insights (from our 4,000+ strong global team), to choosing the right test tools or process, setting up a roadmap and even in-market execution.
- Message Testing and Optimisation - February 29, 2016
- Kerning Typography: What You Should Know - July 20, 2015