Why You Need to Always Be Testing

When you're doing digital marketing the secret is to constantly be testing. What works? What Doesn't? How can I tweak this to make it better? Seemingly insignificant changes can lead to massive growth. It could be as simple as changing the colour of a button or even the font. Its always worth trying.

I'll give you an example. Check out the two photos below. 

Pop-up A

Pop-up A

Pop-up B

Pop-up B

They were pop ups from my site. Can you tell the difference? All I did was change the font. It's not even a big change. It made the title a little darker and moved all sentence to all on one line instead of the text going onto a second line. It was changed to that font to make it the same as the font type I used across my entire site; Lato. 

None of the copy changed, the background and button colour didn't change. The result? See for yourself.

That's right, just the font changing on my pop up resulted in a 175.27% improvement on conversions. Before that pop-up I was only capturing 6.17% of people who saw it. After I was capturing the emails of 16.98% of people who visited my site and saw the pop-ups. That's a very significant difference.

This is also why its very important to only change one thing at a time. If I had changed the font and the button colour then I wouldn't have known which change made the improvement. Now I know its the font. Next I can change the colour and see which gets a higher conversion rate.

If you want to try something similar for yourself, I used SumoMe's List Builder product. It worked very well. SumoMe feeds into my Mailchimp and adds people automatically to my mailing list. It's a great tool to use. I highly recommend it.

Everything I do I test to see if its working or not. I test with multiple clients at a time so I can quicker results too. Its the benefit of working with many clients at the same time. I can leverage the data from all their ad campaigns to create best practices.