The Importance of A/B Testing and Analytics for Marketers

December 7, 2017 | Marija Sekularac

There’s a centuries old philosophical question that asks “if a tree falls in the woods and no one is around to hear it, does it make a sound?” We’re not here to discuss physics or quantum theories, but this does serve as an appropriate opening to discuss analytics in digital marketing. If digital marketers deploy ad campaigns without analytics, how will they know what worked and didn’t work? Modern, digital consumers leave a trail of digital breadcrumbs for marketers to follow and analyze along the path to purchase.

However, Forbes cites its own Insights Report, as well as work from ITSMA and Vision Edge Marketing, showing two startling statistics. First, only 22% of marketers have successful, data-driven initiatives delivering viable results. Second, 74% of marketers can’t even measure or report on the impact of their campaigns to the business’s bottom line.

As a digital marketer, if you’re going to make data-driven decisions you need analytics to deliver those data points. A/B testing will help you determine which channels are operating at peak efficiency.

30 Seconds for A/B Testing

Also known as split-testing, A/B testing is a method of experimentation involving your marketing campaigns. You develop two different types of campaigns or variations (Ad A, Ad B). Run those ads to see which one generates more interactions and conversions with your target consumers. The overarching goal is to determine which ad type/content language/marketing vertical is performing the best in your campaign. This alone gives you a strong starting point to make data-driven marketing decisions. Right away you have data to prove A is better than B, or vice versa. Unfortunately, only 44% of companies use any form of A/B testing software to test varying ad types or marketing channels.

Benefits of A/B Testing

A/B testing generates data that is used to make informed, data-driven decisions when proceeding with marketing campaigns. Here’s a list of just three benefits (there are more) to using A/B testing in digital marketing:

  • Improve Content Engagement: Compare two versions of an ad, article, or landing page, you have the ability to see which one generates more engagement. Getting data on consumer preferences, enabling you to take A/B testing results and deliver a higher quality in the final version.
  • Increased Conversion Rates: A/B testing offers two forms for consumers to view. The one that generates more conversions is the one you’ll eventually enhance further in other campaigns. Correct adjustments based upon initial A/B testing can help boost conversion rates up to 300%
  • Bigger Conversion Values: Today A/B testing can be used on low-end products/services to refine lead pages or ad funnels. Tomorrow, that refined format can be A/B tested again for high-end products to increase conversions. This means even greater revenue increases.

A/B Testing is Great, and It’s Important For Phone Calls Too

If A/B testing is the engine in your digital marketing vehicle, analytics is the supercomputer in the dashboard. A/B testing will get you the data you need, but it’s up to you to implement it properly to improve marketing efforts. You can use those analytics to determine which of your marketing channels are working, and which ones are failing. This is arguably the primary benefit of data-driven marketing. Analytics improve your vision as a marketer and better understand the target consumers you’re hoping to reach. Analytics deliver the data you need to see across marketing channels and track consumers as they weave through desktop searches, mobile app interaction, and social media engagement.

A critical piece in the bridge between online and offline is phone calls. Analytics track a phone call back to the specific ad, campaign, or social media interaction that initiated the phone call. When those calls generate revenue for the business, you’ll know which campaigns are delivering the best ROI for your marketing spend. Retreaver understands the importance of A/B testing and the value of analytics. We make tracking and attribution of calls easier, so you can make more data-driven decisions.

Want to know which campaigns or channels drove your company revenue?  Sign up for free today, and find out!

Why Call Intelligence is Important for Marketers

November 11, 2017 | Marija Sekularac

Hitting the phones is one of the biggest ways to drive business. 5 billion people in the world have a mobile phone – that’s two-thirds of the people on the planet – and most of them like to talk. “Customers have been found to respond better to the human touch than to some other form such as digital marketing,” explains Call Center Outsourcing Consultant Russell Meisman. “Sixty-eight percent of B2B sales were found to involve some form of human interaction such as telemarketing.” However, Meisman is quick to note that it also takes an average of 80 calls to make a breakthrough.

What if you can skew the odds in your favor just a bit more? You can use call intelligence – data gathered from previous phone calls. This data will allow you to personalize the buyer experience for repeat calls and identify more qualified leads. This strategy can improve your paid campaigns, help you attract new customers and give your teams an edge in closing deals. In other words, understanding call intelligence can help you drive revenue.

Here’s why call intelligence is important for marketers:

Call Tracking

The first opportunity that call intelligence affords marketers is analyzing effectiveness through call tracking. This technology can look at the pages your would-be customers looked at before they call you, the ads on which they clicked and the sites they visited. That information is then paired with the subject of the call and its outcome. Marketers can use this information to see exactly where their marketing efforts are driving interests.  Along with information on which ads get the most clicks and what characteristics those ads share.

Revenue Drivers

Call tracking and call intelligence can also help to identify revenue drivers. The technology is perfect for measuring how successful the campaigns are. Data will identify which campaign drove the most sales and which products or services get the most traction. If a particular product line is disproportionately responsible for phone call volume, it might be an area in which your company should further develop. A revenue driver with the opportunity for business expansion or create media to answer common questions. 

Relative Performance

National campaigns can be tracked and allocated to various branches or a small company that needs to understand their customer journey. Call tracking helps your marketing department accomplish those things. It can illustrate the source of calls so you can clearly see what made a person pick up the phone. For instance, was it the ad for which you paid $1 per click or a blog post with your contact information that went viral? You can also see whether your marketing campaigns had a direct impact. Companies may find that the bulk of their business comes from prospecting and inbound sources as opposed to cold calling.  Other companies will experience the reverse. Call intelligence helps you track relative performance. In turn, marketers can use the information to develop better, more effective campaigns – earning you more revenue in return.

Call intelligence is a valuable tool for growing your business. It clarifies which efforts are producing the biggest impact and which are earning you a poor return on investment (ROI). Get your free trial with Retreaver and help your company generate more qualified leads and better serve those people who do call in.