19 September 2014
Test everything. This is the modern marketers motto.
With a wealth of data available for those who know where to find it, AB testing has become a great way to prove hypotheses, test different messaging and even settle arguments in the workplace!
AB testing ads
Be it on search engines, TV ads, banner ads, indeed any ad at all, if the phone call is a call to action you want to measure then you can use call tracking to measure the success of these different ads. At the most basic level you could assign 2 static numbers to 2 different direct mail peices and see which letterbox drop generates the highest phone response. You can even tie phone calls back to each DM creative from visits to the website that were prompted by the direct mail piece if you use a vanity (unique) URL and dynamic numbers on your website.
Paid search is one area where many of our clients use call tracking to split test ad variations, keywords and ad headlines or copy. By using dynamic numbers on their website that the search ads point to, they can see which ad group, ad copy, keyword or campaign drive the highest amount of phone calls. All these insights populate Adwords, the other search platforms and even bid management tools so making decisions on the fly about the split tests results is easy.
Split Testing landing pages
Landing pages are commonly split tested for visits, web form completions, messaging, graphics, layout and many other elements – so why not phone calls? If you only measure one type of conversion then your landing pages will only be successful for that type of conversion. See the true effect that font changes, graphic and page layout decisions and different call to actions have on every lead, phone calls included.
Here’s a example of how to run a simple A/B test for your landing pages and incorporate call tracking data in the results:
There’s plenty you can do with call tracking, our solution is flexible and robust so the limit is only an extension of your imagination.