August 2020
Beginner
368 pages
9h 52m
English
Content preview from Digital Marketing For Dummies, 2nd Edition
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Chapter 13
Optimizing Your Campaigns for Maximum ROI
IN THIS CHAPTER
Optimizing your campaigns by running split tests
Using the necessary tools for split testing
Knowing the pages to test and not to test
Launching and understanding how a test performed
Analyzing a test
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 she thinks will improve the number of cruise bookings. What should you do — trust her gut and make the change? Or stick with the original?
The correct answer is to test it. As we discuss in Chapter 12, 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 ...
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I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.