Digital Marketing All-In-One For Dummies, 2nd Edition

Chapter 4

Achieving Maximum ROI

IN THIS CHAPTER

Optimizing your campaigns by running split tests

Knowing the pages to test and not to test

Launching and understanding how a test performed

Imagine that you’ve built a web page designed to sell a Caribbean cruise. At the top of this page, you show a headline that reads “Save on Caribbean Cruise Deals! Nobody Beats Our Prices!” Your business partner approaches you with a couple of new headline ideas that they think will improve the number of cruise bookings. What should you do — trust your partner’s gut and make the change? Or stick with the original?

The correct answer is to test it. A data-driven business goes beyond making marketing decisions based on hunches and guesswork. To truly maximize your campaign’s ROI (return on investment), you need to gather data and run tests to increase the impact. Otherwise, your actions are like throwing spaghetti at the wall and seeing what sticks — and they’ll be just as efficient and impactful to your bottom line.

In this chapter, we examine the dedicated, repeatable process of campaign optimization. Although this process is easy to overcomplicate, we break it into understandable parts and give ...