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Looking forward to 2008
By Billy | March 19, 2008
AdAge asked everyone on their Power 150 blog list to contribute a short snippet about “what technology marketers should be paying most attention to in 2008.” I got included in the list and found it a good way to introduce someone to testing. If you have any marketing colleagues that still aren’t sure why testing is valuable, here is my full, unedited submission:
Site optimization is already becoming a focus of every marketer in 2008. Why? Because testing and tuning websites is a natural extension to the proliferation of web analytics. Marketers know how important analytics are to their campaigns, but even with all the valuable data gathering tools out there, there is not a straightforward next step to improve websites. Site optimization through multivariate and split testing helps turn analytics into action, allowing websites to improve and grow with their audience.
In addition, the rising costs of PPC makes each click even more important. Using site optimization, the large gains that come from optimizing SEM are now arriving at the post-click stage. These gains are not isolated to SEM either; site optimization improves ROI across the board. As the market matures, the need for site optimization will continue to grow, making it essential that every marketer considers it in 2008.
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Topics: Why Test? |