Imagine your new website goes live. You’re ecstatic about the feel, the look, new functionalities and – even better – the increase in visits, which might (and should!) Ultimately lead to more business. And then, one year on – what do you do? Do you look at your stats? Do you know what’s going on on your website? How many people have visited, where they came from, how many referrers you have? How long they stayed and what pages they looked at?
Or you’re engaging in email marketing. How many split tests have you done recently? Do you know what your database likes? Does one part of your recipients always receive a different version of your emails or does everybody always get the same design, same message, same “from”, same everything? And how many times do you change your Google AdWords to see if you can get in those extra % clicks…
Do you know which digital mix gives you the best conversions…?
Do you constantly test and improve…?
If the answer is yes – great! You’re doing the right thing to monitor improve your communication with the customer then this is what marketing is all about. If not, it is worth considering – simply because in the fast changing digital world something that worked last week, last month, last year can be the spanner in the works now.
The magic formula is testing, testing and again testing. Everything that can be changed in your digital mix is worth testing to ensure that your marketing works. Test your website (layout, images, design, the options are endless), test your email marketing, try different ads in your Pay-per-click, play around with your banners, test different approaches in Social Media and see what works and what doesn’t.
And then go out and do something about it.

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