“It’s not a new idea” Jean said, “So don’t try to take
credit.”
Rick groaned, took another sip of wine and nodded. Then he
rose to the bait saying, “I know I didn’t invent the idea but at least give me
credit for figuring out how to apply it to the e-marketing world we live in.”
“So what brilliance did you come up with?” I asked.
“Daily déjà-vu of simultaneous synchronized multi-variant
testing of multiple elements is my claim to fame,” he said.
Gail guffawed looked him in the eye and said, “What a
mouthful! Rick, my boy you are brilliant at times but this is not one of them.
You know as well as I do that direct marketing copy controls have been tested
every which way you can imagine over the years and that something as simple as
an A-B split test is so easy online that anyone that can afford the software or
the service can get it done. So what are you claiming?”
Jean piled on noting, “And don’t try to pull that tale of
having to dumb down your ideas of how to test that the programmers couldn’t
figure out 10 or 15 years ago because Fletch was sitting beside you in that
meeting you’ve told me and as I recall he’s the one that had to explain what an
A-B split test was.”
Rick swished his wine in the glass, carefully set it down
and replied, “You all would agree that we need to find out the relative
importance of the offer, the list of people you are addressing and the
approach. That principle is true of
direct marketing, e-mail marketing, e-commerce stores/catalogs on-line or even
a web site developed to begin a relationship for a professional service.
My approach takes the ability of the internet to produce
quantifiable data quickly and the need to look a multiple components of the
message to new levels.
What are you doing to make your web-based marketing
activities more successful? Why not try tests of formatting, subject lines,
subheads, arrangement of paragraphs, captions, descriptions, addition or
deletion of photos and a host of other variables. There is hard data that shows
that at least half of these have increased response levels.
The time to test what works for your business is right now.
And tomorrow. And the day after.
Testing ought to be Deja-vu, over and over again.”
We agreed he had a point.
What are you doing to test your online approaches? How much could your ROI be improved with a little Deja-vu testing
Learn more about Jerry Fletcher: www.Jerry Fletcher.com
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