How a B2B Company Increased Banner Clickthrough 956% by Capitalizing on Quick Wins

Tweet When it comes to testing, it’s exciting to focus on big tests, but being too focused on large-scale changes can hinder marketers from seeing smaller opportunities to test. Oftentimes, small tweaks to ads, copy or smaller webpage elements can lead to dramatic lifts. Cindy Lu, Senior Marketing Manager of Digital Marketing Strategy, VMware, is more than familiar with the lift potential quick wins can offer. “For each company that I’ve actually worked at, I’ve had the opportunity to quickly identify some of the low-hanging fruit opportunities,” Cindy said. “It generally blows everyone away in your organization because they didn’t realize such small tweaks could have such meaningful impacts on actual conversions.” At MarketingSherpa MarketingExperiments Web Optimization Summit 2014, John Tackett, Manager of Editorial Content, MECLABS, sat down with Cindy to discuss the five optimization lessons she learned from testing VMware’s website and conversion funnel. One of the most important lessons Cindy highlighted was identifying and capitalizing on quick wins.   Watch the session excerpt to learn how one of VMware’s quick win tests resulted in a 956% increase in clickthrough. The banner ad test This test focused specifically on VMware’s small and medium business (SMB) segment. Cindy and her team saw an opportunity to test the banner ad in the hero spot of VMware’s SMB pages. The control of this hero banner featured a call-to-action that drove the consumer to a PDF. The team decided to test directing visitors to the main products the company promoted to SMB users.…
Source: Marketing Experiments
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