6 Great Marketing experiments you should try in 2019

Caption this:

in vain

Doesn’t it feel like this when your Inbound Marketing is not giving any results? When your content isn’t converting and your followers are anything but engaged?

I bet it does!

And I’m here to help.

But to be completely honest with you, what I am about to list isn’t going to completely reinvent your marketing department. However, this isn’t a usual list of hit-and-run tactics either. The examples I am about to lineup are those of experiments, that marketers before you and me have tested, and that have actually worked.

You may be running a small cupcake business. You may be selling rainbow unicorns online, or simply doing marketing for XYZ company.

You and I and a bunch of other people out there have one thing in common: We want to grow our business.

So, now that you landed here, I want you to put on your lab coat and goggles and start experimenting with me.

Experiment N° 1: SEO -Rewriting your title tag to boost your CTR

Your content can be awesome, rocket-science-awesome but if your title is boring, nobody on the SERP is going to click on it.

The thing is, SEO is constantly changing and what has been working in 2010 is no longer valid this year and will-for sure-be less effective in 2020.

If you know that you have some timeless articles with valuable content, and have the slightest doubt that some of your blog posts can still generate traffic and convert visitors into leads, then you should definitely give it a shot, a.k.a: Start optimizing your title tags and rewriting them.

To back this up, I would like to state one example of Wordstream. The company decided to change their title from “Guerilla Marketing: 20+ Examples and Strategies to Stand Out” to “20+ Jaw-Dropping Guerrilla Marketing Examples.”  

The second title responds to the criteria of a perfect title for list format:

performant title format

After rewriting the title, the CTR of the blog article went from 1% to 4,9% with 97,3% in organic page views in 3 months only.

title optimisation

So does it work? YES!  

Now go back to your blog posts history and change what has to be changed and thank me later.

Experiment N° 2: Top of the funnel- Change the form and “schedule a call” on the home page by a demo video.

There is a psychological logic behind people’s resistance to giving away their email or phone number. Whoever is visiting your website would want to have a clear idea about your offer. You can be selling makeup brushes or offering Growth Marketing workshops for startups, but if you don’t make your offer clear, the confusion will translate into frustration which will drive traffic outside of your website very quickly.

What Ceros did 2 years ago, was replacing their call to action “See Ceros in action (Schedule a call/ Request Demo) by a “See Ceros in action” (a Video) where they explain the business. They poured their heart and soul into the video making, knowing that the better the video, the more leads it will generate.

 

Initially, by clicking on the CTA, you had to fill in a form and give away your phone number, which was often a barrier for the prospects on the website. Having in mind that they have to commit to a meeting, and have the right questions to ask (often, they didn’t know what they didn’t know), so the whole process was pretty much stressful.

On the other hand, the sales team had to go through a long (time and energy consuming) process of qualification to see which leads were actually worth the follow-up

The whole workflow just wasn’t scalable.

So the Hypothesis was: “Uploading a video on Ceros website’s homepage will convert better and will reduce the above-mentioned issues”.

In fact, by watching a video, leads had a clear idea about the service/ product and it was easier for them to elaborate detailed questions and move down the funnel faster. All they have to do is fill in the form below the video to Schedule a call.

This tactic helped Ceros convert more leads in a short span of time. The company is now witnessing an increase of customers portfolio, counting big corporates all over the world.

Experimentation workshop

Experiment N° 3: Pricing strategy for e-commerce – The Useless price point

If I display for you the following prices for a business magazine and ask you to choose one option:

  • A one-year online subscription for $59
  • A one-year print subscription for $125
  • A one-year online and print subscription for $125

Which one would you choose?

This was actually an experiment done by The Economist a few years ago. They have asked a group of people to choose among the three options in a first experiment. After which they removed the second option and asked them to choose again.

These were the results:

pricing experiment

If you are a logical human being, you would have done the same choice, simply because we all function almost the same way.

In fact, This proved that the “useless” option wasn’t so useless after all. While no one chose the second option in the first experiment, simply having it as an option somehow helped people decide what they wanted; and not only that, it made the third option more attractive, thereby increasing overall revenue.

Ready to try this out?

Experiment N° 4: Facebook ad- Long ad or short ad copy length?

How do you decide which length works best for your Facebook ads? Have you ever tried to test different lengths for your ads or are you just assuming? Well, if you did, great for you. But if you didn’t, it’s okay because the main point of this article is to learn from other people’s experiments.

The following experiment was run by Adespresso to test Facebook ad copy length. While keeping all the other elements consistent ( picture, CTA, link, description), they decided to display 7 versions of the same ad.

  • 1st Version: One sentence (with numbers)
  • 2nd Version: One sentence (question form)
  • 3rd Version: Bullet points
  • 4th Version: Bullet points + emojis
  • 5th Version: One paragraph
  • 6th Version: Three paragraphs
  • 7th Version: Six paragraphs

They proceeded by asking their audience to predict the result of which version would work best. 80% of the votes went to 1st version (one sentence with numbers) and 4th (Bullet points + emojis).

But the experiment’s result decided otherwise.

Facebook Ad experiment

Experiment N° 5 Email Marketing experiment: Get friendly/creative with the “from” name

When it comes to this experiment; you have to be more careful not to fall into the “SPAMzone”.

The idea is to get friendly with your email recipient as Chubbies does.

In case you didn’t know about this company, it’s an American men’s fashion brand who’s known for getting creative with their ‘from’ names, but not only that.

Through their email marketing strategy, they proved that emails can actually be fun to read and that you don’t have to limit yourself to only sending messages from your company name, or from one team member.

While other sources suggest otherwise –so readers get to know your name and recognize your messages in their inbox-. Chubbies decided to step out of their comfort zone and use creative “from” name like the following:

Chubbies email marketingChubbies email marketing

 But wait!

I’m not telling you to do like Chubbies because you are not Chubbies, you are you and you have your own branding. Don’t force it if your brand doesn’t align with ‘fun and entertaining’. But if you think you can give it a shot, go ahead.

Experimentation workshop

Experiment N°6:  Creating blog posts of +2000 words – Hubspot Example

Did you know that The majority of blog posts published are 500 words or shorter? And that you can stand out from the crowd by adding an extra 1500 words worth of work?

Yes, you read it right! But this doesn’t mean adding repetitive meaningless words to reach 2000 characters. Quality over quantity is the content marketing motto.

However, if you want to get the edge over your competition you should start using long-form articles.

Here is why:

  • Google once hint towards the “special treatment” for in-depth articles. Even if the feature is no longer active, but there must be a reason for their preference to long-form articles.
  • It is also a fact that long type articles get more social media attention and comments.
  • Long articles keep users in your website for more time and therefore keeps them engaged while reducing the bounce rate.
  • When writing a long form article, you get more space to place your ads units without making the page full of ads. 3 ads units on a 2000 words page would look way better than the same amount of ads units on a 500 words article. One is full of content, the other one is full of ads
  • Last but not least, a satisfied visitor will always come back. The way to make them happy is by offering them detailed quality content to answer their questions.

Data-Wise,  HubSpot once ran an experiment on 6,192 articles to find out which articles performed better.

2000+ words articles got more backlinks and social shares 2500+ word articles on HubSpot earned the most links

blogging experiment

 

2500+ words articles also earned the most social shares.

hubspot experiment

 

And articles between 2,250 – 2,500 words earned the maximum organic traffic. Short form content wasn’t nearly as competitive.

hubspot experiment

Now that you know this, get your content creation machine going.

To help you get started, here are some tips to write long-form articles:

1# Don’t edit while you are writing because it will slow down your writing process

2# Make a list of useful links to go back to for inspiration before starting to write

3# Don’t think of 1500 words post padded out. Think of it as 5000 words post trimmed down to its essence.

4# Break long sentences and paragraphs into two or more shorter sections. Integrate keywords and implement schema markup.

 

2019 is just a  few weeks away, If one or all of the experiments mentioned above resonate with your business, don’t hesitate to give them a shot. But don’t forget: Go with what works for you. There is no one-size-fits-all Marketing strategy!

Here are some tools to help you through your experimentation process:

The Experimentation map 

The Experiment design Matrix

The corporate Experimentation playbook 

Do you need help to start experimenting?

Comments (3)

Great Article! I liked 1, 3 & 5.
Changing title is simple stuff but never thought about it.

Yes indeed, simple yet effective!

This was very informative and well written. Thank you Yannick, I needed this!

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