If you weren’t able to attend our last lunch & learn in July, you missed out on a great presentation by Jacob Baldwin, Global Manager of Digital Marketing at Emerson Climate Technologies. In his talk, titled Experimental Marketing in the Digital Landscape, Jacob discussed the nuances of testing website messages, design and calls to action.
Jacob stated that a website’s job is to influence behaviors and covert visitors into participants. A participant can be defined in many ways. It could define a purchase, an action or a request for
more information. Regardless, participants are what all businesses are after. Visitors are fine, but we need the visitors to engage.
To covert users to participants, Jacob suggests experimenting with digital content. In short, you don’t know until you try. But don’t just try something without a plan. Testing requires a strategy and a dedicated plan to capture and measure data. In Jacob’s words, “Keep calm and be methodical.” Start with pre-test planning, move to mid-test monitoring and wrap up with a post-test analysis. Sounds simple, but the level of complexity is determined by the scope of the test, the number of users and data collected.
There are many factors that may be limiting your website productivity. Cluttered design, confusing navigation, poorly phrased calls to action or simply unappealing content. Regardless, it’s worth experimenting to find what your customers find most appealing. Before you begin experimenting, start with a hypothesis. A problem or condition you want to fix or solve. For example, “The calls to action on our website are buried by irrelevant content.” If that is the case, create a test. Measure and evaluate. Rinse and repeat.
For more topics on relevant B2B topics, be sure to check out our next event. Comments? Questions? Join the conversation.