20th November 2020
In September, we held a series of webinars focused on ‘The Power of Messaging’. We continued our series by asking “How can your website and digital marketing attract new business?”. We discussed core messaging on your website, creating a user journey, having the right calls-to-action to get results, SEO and more! This blog will touch on the questions that were asked during the webinar. If you want to download and watch the full episode that goes into much more detail, you can do so here. How can I do A/B testing and for how long? A/B testing can be done really simply. Using a tool called the Google Optimizer, you use it to give two versions of the same landing page through two different URLs. You can choose from there where to send the users to which page based on different interests, demographics, age groups and sources. For example, a different landing page from Google, a different landing page from Facebook, or it can be a different landing page from a mobile or desktop device. The direction of that really depends on the visit. So, for example, if you get lots of visits every day, you can complete A/B testing with 1,000 users in up to five days, or if you’re a smaller business, you can have that running for 30 days to reach the milestone of 1,000 users. So, it depends on your business and on your website visits of how many users you want to have on your website to make a conclusion. How can you make sure that your website sends a clear message? And what’s a simple test to find out? Have a family member or a friend go onto your website and ask them what your business is about. If they’re not able to find this out, then there’s something wrong and you will need to start thinking about changing key aspects of your website. What’s a good size for a CTA? This depends on the devices used to view your website, but we would say between 30 and 60 characters. Examples include: , “get a free trial”, “start today” or “get in touch” as these are small and captivating. Strong verbs such as ‘learn’, ‘get’ or claim’ also work well. I understand A/B testing involves setting up two ads. How do I differentiate the two campaigns? This is based on pay per click (PPC) and having two different ad sets into one ad group. Below we break this down into two sections; first on Google search and the second on social media. On Google search, the campaign settings allow ads rotation, and you have Google serving the best performing one with the ability to rotate ads evenly or to not rotate them at all. When you have set that up and have it running evenly for a certain amount of time it allows you to see which ad performs better. This is only for the search engine as with better copy on the ad,