Trend Spotter

How often do you evaluate and test different strategies for your PPC ads, email campaigns and landing pages? My guess is as busy marketers with limited budgets, it's not very often. Unfortunately, if you always reuse the same layouts or copy it is probable that the response rates of your online marketing efforts are not achieving their potential.

If you're not satisfied with the response rate of your online promotional campaigns or are noticing a drop in response, try these tips from Amanda Watlington, founder of Searching for Profit, featured in "Top Testing Tips to Increase Response Rates" from Larry Chase's Web Digest for Marketers:

• Write Compelling Headlines - Will it intrigue and interest members? For variation, try asking a question or formatting it differently than the rest of the copy.
• Use Meta Tags with a CTA - Meta tags describe the contents of a web page and are used by search engines to generate search results. In particular, the meta description tag "is frequently used as the second line in a search engine result for the site", states Watlington. By including the call to action there, you're "inviting the reader to click through to (your) site".
• Does the Copy Answer the Buyers Questions? - While you may know all the facets of your products and services, what information do your members need to make the decision? How will the product or service help solve their problems?
• Evaluate the Design - Experiment with a few different design templates. Which one generates the best conversion?

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