Driving traffic to your site is important. But using message testing to make sure your audience is engaged, signing-up or purchasing is even more important. Your marketing messages should therefore evoke feelings and drive actions.
Depending on your message, you can expect varying responses. But ultimately, you want your marketing strategy to drive the response you’re after.
How do you know if your message has struck the right chords?
When creating or localizing a marketing campaign, try creating multiple versions, whether that means just subtle changes or completely new concepts based on audience insights. From there, you can see what version of the message drives the most leads or sales.
MESSAGE TESTING = CREATIVE CONFIDENCE
It’s important to keep testing. Message 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.
Message testing shows us which content is most effective at driving a desired behavior, whether that behavior is a purchase, lead inquiry 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 come from, their online behavior and their needs.
- Objective: Identify what you want based on audience insights, consumer needs and business goals.
- Hypothesis: Just like any scientific study, take what you know and predict the best possible outcome for your content testing.
- Test Description: Describe what you are testing, the methodology and the process. It’s important to do this correctly since you need to identify any possible outside variables that could skew your results and learn how to minimize the effects.
- Success Metrics: What does success look like for you? Determine the journey and the return of the behavior you are measuring.
Testing can make a huge impact on the overall return you see and can help inform future marketing campaigns in any language, in any market. Increasing your conversion rate from 2% to 3% for example, and retaining the same amount of traffic to your site can mean big returns on investment.
Try creating different variations of your message and see which one drives the best results. This can prove especially helpful when trying to reach international markets. Also, make sure your strategy aligns with the results you expect and want to see. Keeping these things in mind, you can see huge returns on investment that will help you achieve your global growth goals.