Blog Post

Importance of A/B Testing for Marketers

The goal of any marketer is to optimize the performance of their campaign for maximum impact and reach. A/B testing allows marketers to test elements of their marketing materials and better understand audience preferences. A/B tests are performed to determine if any one element changes the result of a campaign.

Email Marketing

A/B testing is especially helpful in email marketing since there are so many tools available to monitor open and click-through rates. Data management sites like HubSpot allow marketers to collect user interaction data that can be used to run analyses. This information helps digital marketers design better promotional materials that engage audiences.

Decision Making

A/B testing can also help marketers make decisions. Often the results of an A/B test determine investment priorities for organizations. If an element change in a campaign does not bring a significant increase in uptake, it may not be worth investing the time and money to fully implement the change.

A/B testing is a very simple yet effective way to develop effective marketing materials. Therefore, marketers should employ A/B tests when deciding whether to change an element of a campaign before investing time and money. Using A/B testing can help marketers optimize their campaigns for success.

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SEO for Public Health Marketing

Photo by George Morina from Pexels

It is often difficult for healthcare organizations to market their services and programs in an effective manner. Search Engine Optimization (SEO) can help ensure that users notice you when searching for similar topics and are more likely to click on your site and use your services.

SEO utilization can come in many forms and can often be implemented at a low cost to the organization. Small changes to your website such as the addition of header tags, keyword tags and text links.

Implementing strategies to boost the SEO for your organization’s page can help to market your services and programs in an effective manner.

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Analytics in Marketing

Analytics in marketing can help you determine if your organization is on track to meet its goals.  Looking at website metrics like click-through rates, exit pages, and scroll depth can inform your messaging and design. For example, if you owned a yoga studio, you would likely want to increase your class attendance. To support this goal, you might look at the click-through rates for ads to ensure that people are reaching your site. You could also look for click-through rates to see whether they’re getting to the page where they actually pay for classes. If that click-through rate was too low, you would want to change the design of the ads or website. One easy change would be to make the sign-up button more prominent. This visual change might improve click-through rates simply by letting people see where they need to go more clearly.

Another useful analytic in this case would be exit rates for the different sections of the website. This could help to identify places where customers were getting lost or where they were not finding appealing information. This would be useful in targeting a website redesign toward the greatest pain points for customers. In this way, analytics can help businesses make informed marketing choices. Analytics can help your business grow and adapt, but only if you use them well.