Online Marketing Show Update
We were at the Online Marketing Show at Olympia last week, catching up on what's happening in the industry and seeing a few good presentations.One that stood out was from Immediate Future on Twitter. They looked at how brands are using Twetter - the good and the bad! - who you should engage with and how, and how you measure the success of your 'Twittering' (measure Awareness, Attention & Actions). Immediate Future have a full report on 'How to plan & implement your Twitter comms strategy' on their website.
The other standout presentation was by Maxymiser, hammering home the benefits of AB testing on websites with some impressive results. Changing a button from 'buy' to 'select' can have a huge impact on click throughs, but does it necessarily convert to more sales - in the case they showed, no.
The AB Testing they discussed was all focused on tweaking page elements, from the position, size and colour of buttons, to moving distractions from a page - eg removing the 'email a friend' or 'print this page' functions from just before the 'buy' button on a page could increase sales by over 60%.
And the main thought from the presentation? That as a marketeer, what you think will work best doesn't always!! You need to test, test and then test again.
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