Internet Marketing Digital_marketing_for_dummies | Page 324

Optimizing Your Campaigns for Maximum
ROI
IN THIS CHAPTER
Optimizing your campaigns by running split tests
Using the necessary tools for split testing
Knowing the pages to test and not to test
Launching and understanding how a test performed
Analyzing a test
Imagine that you’ve built a web page designed to sell a Caribbean cruise. At the top of this
page, you show a headline that reads “Save on Caribbean Cruise Deals! Nobody Beats Our
Prices!” Your business partner approaches you with a couple of new headline ideas that she
thinks will improve the number of cruise bookings. What should you do — trust her gut
and make the change? Or stick with the original?
The correct answer is to test it. As we discuss in Chapter 12, a data-driven business goes
beyond making marketing decisions based on hunches and guesswork. To truly maximize
your campaign’s ROI (return on investment), you need to gather data and run tests to
increase the impact. Otherwise, your actions are like throwing spaghetti at the wall and
seeing what sticks — and they’ll be just as efficient and impactful to your bottom line.
In this chapter, we examine the dedicated, repeatable process of campaign optimization.
Although this process is easy to overcomplicate, we break it into understandable parts and
give you the outline you need to run a successful optimization campaign — from the
required tools to the final test analysis.