Testing Marketing Response Via Call Tracking and Email Response

When time is short but ideas are many, you really want to make sure you test things that might improve your marketing in priority order.

We know that practically every client of ours makes massive strides in improving their marketing when using AdMeter to track response to their campaigns. What people do struggle with sometimes is knowing where to start and how to continue improving conversions.

Whilst working with a recent client we researched their testing system and found that they had half a system in place. They were changing things to test conversions but weren't really recording the results and building upon each test.There wasn't really a control that they could test new hypotheses on to create a new "winner".

Much of the improvement in marketing response was ad-hoc. This mean that the changes they made could have been responsible for improvements, or maybe it was because of external factors.

Commitment to testing

The commitment to continued testing is a huge part of improving marketing. Yes, it's hard sometimes to change entrenched ways of doing things. Sometimes you have to bring in experts. And yes...AdMeter's role is often giving the facts, which you can base decisions on to make those changes!

We recommend clients...

• Make a commitment to test marketing
• Start with a simple test where improvements are easy to implement and measure
• Resist the temptation to stop testing if things don't improve

Using some of the processes detailed in the book "You Should Test That" by Chris Goward it is possible to prioritise (and measure systematically using AdMeter) the response to certain improvements and introductions of marketing tactics for any firm.

In working up a priority plan for testing there's a simple spreadsheet you can use to score your hypotheses.

For example let's take a law firm (solicitors). They want to improve their marketing and want to measure response to some new tactics and improvements to existing tactics. But they cannot do it all at once so they decide to prioritise their activity.

They use a simple grid to help them decide which improvements will make the biggest financial impact and how easy it is to make those improvements. (Company culture can often prevent change either through lack of knowledge or tradition so this is an important factor to consider).

They come up with the following rankings using potential impact, importance (money) ease of implementation and total score as they headings for the columns. This allowed them to prioritise by coming up with a total score...

All of the yellow highlighted improvements (high scoring) they decide to implement in a three month marketing plan. They track the improvements using AdMeter and continually test further improvement to create "winning" marketing tactics. Any improvements on these tactics are carefully tested to ensure external events, e.g. time of year, are controlled for.

The truth is that very few companies will test things. Even fewer will do so systematically. Most companies are so overwhelmed with things they never get started.

By providing our clients with the tools to measure their current marketing efforts and future improvements - aligned with our insight into how to prioritise - AdMeter can help you improve your marketing no end.

We'd love to score a few goals for you. You set 'em up...we'll help you knock 'em in.

Call your call tracking and email strikeforce today on 0800 158 8825

PS The book "You Should Test That" by Chris Goward is excellent. Although it is mainly about online conversion optimisation it can easily be used for offline marketing conversion.