Online campaigns are unique because they can be more quickly and more easily measured than traditional print and television campaigns. It is best to start small and set goals for target conversion rates, then measure, test and increase your marketing spend in line with your campaign’s latest goals. Add more campaigns as you become focused and more efficient. Because online marketing campaigns have a shorter lead time and can be measured more immediately, you can optimize more easily based on your results. Once you reach your targets, you can then increase spending to reach your desired volume of online activity.

Improving response rates through A/B testing

A/B or split testing is a method of advertising testing where a baseline control sample is compared to a variety of single-variable test samples to measure and improve response rates. With more companies leveraging interactive media, this strategy has become increasingly important to test a variety of online components, including banner ad graphics, email subject lines, site content, calls to action, landing pages and micro sites.

Understanding which variables are helping to increase your conversion rates is critical to reaching your audience and developing successful campaigns. For A/B tests to be effective, a clear set of variables needs to be established along with your testing goals. The key is to make sure you are only testing one element or variable in any given test. So if you are trying to understand which graphic element performs better, you need to keep the offer the same, and vice versa.

The key role for specialists in your online marketing management group is to identify and evaluate new tactics and channels that can increase online traffic and raise brand awareness for your organization. This function is primarily responsible for managing your online advertising campaigns and marketing programs, and maintaining relationships with your advertising partners.

Like any media programs you develop, conceiving the right tests, creating the optimal mix of marketing elements, and evaluating the overall performance of your online marketing efforts is critical to establishing successful online marketing programs.

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