The #1 Reason You Should Fire Your Marketing Agency

Is Your Businesses’ ROI Suffering Because Of This? 

For businesses of all sizes, digital marketing has become a necessity, not a luxury. Digital, or online, marketing delivers an invaluable benefit that traditional advertising can not: accurate analysis of ROI. Online metrics and tracking mechanisms provide real-time data on every single post, click, and share.
Digital marketing is continually evolving and adapting. Agencies that do not keep pace with these changes get left behind. Above all else, in this analytics-driven digital age, there is one egregious sin that can and should not be forgiven:
 
Not conducting A/B split tests!
 
 Many agencies take what worked for them with past clients and do the same thing with your business. They believe in a one-size-fits-all approach to digital marketing. As you know, this is not the case. What works for one company or industry will not necessarily work for another. The only way to maximize results for your business is to conduct A/B (split) tests with your actual customers.
 
WHAT IS A/B SPLIT TESTING?

A/B testing is a standard tool for success in today’s digital age. It allows you, the client, to find out for yourself what works best for your customers and your goals. It takes the guessing out of the equation, and allows you to make decisions based on hard fact and proven results.

 
HOW DOES IT WORK?

An A/B split campaign funnels your customers to two different testing options and compares the results. The A version is an original, controlled option; while the B version is the variation option.

Example: You have been hearing more and more about parallax scrolling, but you’re unsure if your industry will respond well to this type of web effect. Maybe you have an older customer base who may get confused or turned off by it.
Instead of playing the guessing game, you can simply run an A/B test. The A version is your original website, and the B version is your website designed with a parallax scrolling effect. You set the goals you want to measure and begin conducting your tests in your Google analytics account.
 
You can check in at any time and see real-time results. After an appropriate amount of time (which may vary but is normally no longer than a few weeks) you can compare the results to see which version performed better.

 

WHO SHOULD USE IT?

A/B testing is an invaluable method that has no downside. It is beneficial to any type of business, no matter the industry, size, location, or audience. Testing is not so much a procedure as it is a mindset. If you’re spending money on PPC adwords, testing is the only way you can hone in on the most effective keywords and maximize your budget. Not sure whether to send your email blasts at 9am or 10am or 3pm? Test it. Wondering if your customers prefer your old website design instead of the new, slicker design? Conduct an A/B test!

 The sad truth is that all of this data is available, yet most agencies today are not utilizing it. Your business is not seeing the ROI it should because it is flying in the dark.
 
CONCLUSION

That’s why Protocol Red employs split testing in everything we do. We work hand-in-hand with the client to identify the objectives and goals we want to accomplish, and we set about conducting non-stop testing to continually hone in on what resonates the most with your customer base.

Wondering if it’s time to give your agency the pink slip? Contact us at info@protocolred.com for a free consultation to see how we can help your business increase brand awareness and revenue.