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10 A/B Test case studies and their convincing results 0

Posted on July 24, 2016 by Rob Petersen
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a/b test

An A/B Test is a strategy in marketing where two versions A and B, are tested against each other. Half of viewers see one version and half the other. Both are sent to the same destination page where an action is required.

This is done to learn from real behaviors which versions does better at getting visitors to do what you want. An A/B Test is used for webpages, landing pages, marketing emails, and ads.

Need examples? Here are 10 A/B Test case studies and their convincing results.

#1. ADEXPRESSO

a/b test

AdExpresso, an optimizer for Facebook ads, used different copy in this A/B Test. Copy in Version A said you get “pro tips” versus “daily tips” in Version B which also mentioned “increase your ROI.” After a few days, Version A drove over 70 new Likes while Version B drove 0. Very quickly, this A/B Test isolated the message that was more appealing.

#2. BARACK OBAMA

a/b test

Even the President has done an A/B Test. In this test, the objective was to see if a shot of the President or a photo with the First Lady and two dinner guests would be more likely to convert. The thinking was if people could see just how close they would be sitting to the President, this would increase their interest. The photo on the right lifted conversions by 19%.

#3. BLIVAKKER

a/b test case studies

BliVakker is one of Norway’s leading online cosmetics retailers with about 20,000 visits per day. A developer pointed out that the Facebook login was adding significant complexity to their internal systems and processes. So was it really worth it? The login page without the Facebook Connect increased conversions by 3%, which at Blivakker’s scale translates to about $10,000 in extra sales each week.

#4: BODY ECOLOGY

A/B Test

An eCommerce store offering health-related products, ran an A/B Test where they eliminated their drop-down menu for products on the homepage. They thought that presenting a product category page in place of a drop-down menu would improve sales. They were right. When they removed the drop-down menu for products, revenue soared by 56% in just two weeks.

#5. CALIFORNIA CLOSETS

A/B Test case studies

In this A/B Test, Version B looked as if it should be better: the headline copy was snappier, the sub-head clearer, but instead Version A increased leads by 115%. Why? Simply because the copy in Version A was designed to tie in with and complement the PPC ads that drives users to the next page. The lesson was the sales funnel consists of many elements, making them work together increases their effectiveness.

#6. COMSCORE

A/B Test

ComScore, a cross-platform measurement company, ran an A/B Test for their product pages. Their original product pages displayed the minimum viable product for social proof: a customer quote. They experimented with different designs and orientations, plus the addition of a customer logo, to see if a different visual treatment would make their social proof convert more visitors into leads. Using a vertical layout with the client logo displayed prominently on top of the testimonial in Variation 1 increased the conversion rate of the product pages by 69% compared to the original.

#7. HUBSPOT

a/b test

It might too minor to make a difference, but HubSpot, an inbound marketing and content marketing company, found that changing the CTA button color on a landing page from green to red increased clicks by 21%. Red may connote warning or stop but it is also known to be eye-catching. Red, in general, is not used as a button color nearly as often as green. And the 21% difference was huge.

#8. MEDEINREICH

A/B Test

MedeinReich, an online computer training company, ran a A/B Test of the service offering on their homepage. Their hypothesis was by replacing ‘course categories’ with ‘best selling courses’ on the homepage they would boost engagement. They found that introducing their hottest-selling services on their home page boosted engagement by 41% in just 20 days.

#9. PAPERSTONE

A/B Test

PaperStone deals in office supplies. They found out that if they display competitors’s higher prices for specific products made conversions jump. They showed competitors higher prices on product pages to increase clicks on ‘Add To Basket’ and their overall website conversion rate. It worked. Conversion Rate jumped +10% on this A/B Test of 12,000 visitors over 2 weeks.

#7. REGONLINE

 A/B Test

A good landing page communicates information quickly and efficiently. That’s what RegOnline, a software solution for events, proved. It used good copy and also good typography to achieve this. Version B did this much better than Version A. It had three bullet points, each reinforced with a tick, as opposed to words in speech bubbles. The removal of the tabbed navigation also helped Version B. It achieved a +89.9 lift in free account sign-ups versus Version A.

Do these case studies convince you of the results your business could be seeing with an A/B Test? Do you need a partner to help create and measure A/B Tests?

12 best web analytic tools any business could want 0

Posted on July 18, 2016 by Rob Petersen

web analytic tools

Web Analytics tools are used to collect, measure and analyze web data. Web analytics tools are not just for measuring web traffic. They are used to:

  • Find your audience on the internet
  • Attract them to your website and understand behaviors
  • Learn from competitors
  • Test new ideas
  • See where your audience goes and what they tell others

With this knowledge, any company has a blueprint to improve business. Plus invaluable market research.

What are the best web analytics tools?

Here the 12 best web analytic tools any business could want.

FIND YOUR AUDIENCE: The best way is to find your audience is to identify the keywords they query that are likely to drive them to your unique product or service. Here’s how to find your audience on the internet.

  • GOOGLE TRENDS: Has cataloged every keywords ever searched on Google and displayed it as a graph showing the term’s popularity over time in (nearly) real time. The graph can be examined by countries, regions, cities and customized time periods to name just a few of its features.
  • GOOGLE KEYWORD PLANNER: Provides traffic estimates of the Average Monthly Search Volume of keywords as well as ideas on others. You can even give the Google Keyword Planner a link to your website or landing page and it provides keyword ideas on what it thinks your website is about.
  • SEO BOOK RANK CHECKER: Want to know where your website ranks for your keywords? SEO Book Rank Checker tells you for Google, Bing and Yahoo. Plus, the Firefox Rank Checker extension allows you to easily check your website rankings from your browser.

ATTRACT THEM TO YOUR WEBSITE AND UNDERSTAND BEHAVIORS: A visitor’s behavior and drivers and conversions are critical to achieving business goals. Here’s are the best tools to understand website behaviors.

  • GOOGLE ANALYTICS: Tracks and reports website traffic – how much, where it comes from, what is most viewed and does your audience take desired actions. Google Analytics’ approach is to show high-level, dashboard-type data for the casual user, and more in-depth data further into the report set. Google Analytics is the most widely used web analytics service on the Internet.
  • ADOBE MARKETING CLOUD: Is a collection of integrated online marketing and Web analytics products by Adobe Systems. It is a comprehensive marketing solution which enables marketers to measure, personalize and optimize marketing campaigns for optimal marketing performance.
  • GOOGLE SEARCH CONSOLE: Optimizes visibility of a website. It helps to monitor and maintain your site’s presence in search results by letting you know how many pages are found (or Indexed) on search engine, what websites are sending traffic to your website through Inbound Links and keywords that result is clicks to your website.

LEARN FROM COMPETITORS: Competitors are a valuable source of comparison and learning. Here are best tools to analyze and learn from your competitors.

  • SIMILAR WEB: Uses big data technologies to collect, measure, analyze and provide user engagement statistics for websites and mobile apps. It collects data from panel of web surfers made of millions of anonymous users equipped with a portfolio of apps, browser plugins, desktop extensions and software.
  • ALEXA: Also estimates and ranks traffic based on the browsing behavior of people in their global data panel which is a sample of all internet users. Alexa measures closely align to Google Analytics for many metrics.
  • WEB TRENDS: Analyzes confusing data gathered from websites and transforms it into actionable information that can be used to optimize web traffic and campaign ROI. They look for opportunities that other providers may have missed and act on them before competitors have a chance.

TEST NEW IDEAS: To improve the success of your effort, you’ll want to test new idea. And it can be done in ways that measure and prove the impact of your initiatives.

  • OPTIMIZELY: Gives businesses the ability to conduct A/B testing, in which two versions of a page can be compared for performance. Multivariate testing can also be done. Optimizely enables personalization, which can be used for making data-driven decisions. It meets the diverse needs of thousands of customers worldwide looking to deliver connected experiences to their audiences across channels.

SEE WHERE THEY GO AND WHAT THEY TELL OTHERS,  What people say about your brand has an important impact on your business and brand reputation. Here’s are some of best tools available to listen and measure social channels.

  • CISION: Monitors conversations to see where the discussion about your brand is taking place, what’s being said and who is leading it. With Cision social software, a single dashboard provides valuable insights to position your brand against the competition.
  • BRANDWATCH: Examines data from millions of sources, from social networks like Facebook, Twitter and YouTube, to news, blogs and even product reviews. It can deliver a huge amount of data for analysis. Its extensive filters and customizable reports make that data easy to analyze and put to use for marketing campaigns, product research and reputation management.

Do these tools give you a complete picture of web analytics and the best tools to use? Are there any others that you would include? Do you need a partner to manage and guide your business with web analytics?

 

12 inspiring social media monitoring case studies 1

Posted on July 10, 2016 by Rob Petersen

social media monitoring case studies

  • 90% of marketers say social media is important to their businesses.
  • 68% analyze their social media activities.
  • Only 41% are able to measure their social activities. (Social Media Examiner)

The numbers indicate almost all businesses now rely on social media for marketing, but less than half can measure if it’s working.

Social media monitoring is the act of using a tool to listen and measure what is being said about a business or key topic on the internet; monitoring media not just from traditional publishers, but on the great majority of social sites too. Many providers have created tools to facilitate analysis of social media channels.

But before you pick a tool to analyze, shouldn’t you decide what’s most important to measure?

Here are 12 inspiring social media monitoring case studies.

  1. ARBY’S: Noticed comments through social media about meats other than roast beef.  This valuable feedback came from their own customers when they launched their “Meat Mountain” campaign poster showing all different meats other than roast beef. Their customers mistakenly thought it was a new sandwich and through social media, indicated they were anxious to try it. Thus the birth of Arby’s new $10 Meat Mountain sandwich.
  2. BARCLAY: Launched a mobile banking application called PingIt. In the days following the launch, Barclays made significant changes to the app as a result of real-time social media analysis. Sentiment Analysis revealed a small proportion of mentions were negative. It was quickly apparent that many users were unhappy the app didn’t work for under 18’s. It wasn’t only teenagers that were unhappy, but also parents that couldn’t transfer money to them. This could easily create a PR disaster, but the data allowed Barclays to act quickly. Within the week 16 and 17 year-olds were given access to the app, showing the business value of quick responsiveness to customer feedback.
  3. CISCO: Tracked ongoing topics, trends and sentiment to support short-term listening goals such as a launching a new business initiative, such as its sponsorship of the summer Olympics, or its annual trade show, Cisco Live. They got closer to our customers and focused on how to monitor, respond, and triage conversations. Cisco reported they achieved 281% ROI through social listening.
  4. DELL: Had a online community called Idea Storm. This was a community in which Dell invited customers to come and share ideas product improvements they want. To date, there have been close to 550 different ideas from this community that have been implemented in Dell products.
  5. GATORADE: Launched Mission Control, where they monitor social media posts 24 hours a day. It has improved their marketing. The company extended an “Evolve” 60-second ad tune into a full-length track available for download in response to frequent questions like “Who sings that song?” Gatorade also used Mission Control to bulk up production of its recovery drinks because of complaints it was selling out.
  6. H&M: Ran four major campaigns that each featured difference celebrity spokespeople. By measuring the volume of conversation following the campaigns, H&M found that the success of their endorsements depended on their geographical markets. It showed how different cultures and customs can affect how an audience receives your marketing campaigns. And how markets with limited engagement may benefit from a different approach.
  7. HP: Decided to turn directly to their customers to ask what how they wanted to be “fed.” HP customers were most concerned with the steady cadence of posts. They clearly stated that they didn’t want or need to hear from them everyday.  Rather, they wanted their content all at once, condensed and concise. HP created their own online magazine, Hpmatters.com, where customers could turn to once a month to get their dose of content.
  8. KMART: Measured online reactions from an ad released across different channels at different time periods. By comparing social media reactions (via sentiment and volume) across various networks, Kmart was able to determine the effectiveness of an advertisement online, on television, and the reaction after a follow-up advertisement.
  9. MONEYGRAM: A leading money transfer company, wanted to globally evaluate at a glance where the conversations about their industry, products and competitors were happening online. By monitoring the share of voice in the past month alongside the past week, analysts at MoneyGram are able to spot whether something has happened to shift the share trend and act accordingly. When MoneyGram launched their ‘Max’s World Adventures’ campaign – a fun, character-driven campaign aimed at children – they noticed a clear leap in their share of voice in that week, in comparison to their usual ‘normal’ share trend. They were then able to dive deeper into the data to see what exactly people thought of it was even more useful.
  10. NESTLE PURINA: Monitored Feed the Cattitude, an integrated campaign involving television spots, a landing page, a mobile app, and a Facebook page. Purina hoped to tap into conversation trends on the Feed the Cattitude Facebook page and on other social media venues. They monitored topics that generated the most conversation, engagement and sentiment to ensure the tone stayed positive.  Feed the Catittude rose to the top five most-engaged Facebook pages, as measured by SocialBakers. Nestlé Purina increased the impact of its paid search investment by aligning search terms with customer interest.
  11. PIZZA HUT: Used social media monitoring to make their marketing more effective. They posted several pieces of organic content, then tracked the conversation around it. That which got the most buzz is used more widely. Two very similar-looking posts, both shots of pizza, one was on a white background, the other on black. Because Pizza Hut was paying attention to the conversation, they saw that the black background shot was performing three times as well. This boosted the ROI of their ads by using that image.
  12. TV LAND: Listened to their own customers and decided to try posts of lyrics to TV theme songs or popular songs from the show era.  The results were incredibly positive. For Pinterest, they created images with quotes from the scripts of their shows and saw improved engagement.  TV Land learned through trial and error what their customers wanted to see that triggered their social engagement.

Do these case studies convince you of the value of social media monitoring? Would the right partner for social media monitoring help you?

 

 

25 hard numbers why clients hire and fire ad agencies 0

Posted on June 26, 2016 by Rob Petersen

ad agencies

From Mad Men to Sad Men, relationship factors have driven the selection and dismissal process of companies and their ad agencies for decades.

To arm your company with the characteristics to pursue as well as what to avoid, here’s your guide. 25 hard numbers why clients hire and fire their ad agencies.

HIRE

  1. 98% say the best work comes when clients trust their agencies. (USA Today)
  2. 97% of agency professionals agree a long-term relationship is important, while this number is 89% for client-side marketers. (Association of National Advertisers (ANA))
  3. 94% of clients believe their process of hiring an agency is effective (American Management Institute (AMI))
  4. 90% of agency professionals agree the agency “plays an important role in driving business results,” versus 74% of client-side marketers. (ANA)
  5. 60% of digital agencies are independents (SoDA Report)
  6. 58% of clients say they provide clear assignment briefs versus 27% of agencies. (ANA)
  7. 57% of clients “like” or “love” the process of choosing an agency. (AMI)
  8. 56% of clients believe agencies have the right talent to meet client needs while agencies believe it’s 64%. (ANA)
  9. 51% say their company has a “special sauce” for finding the best agencies. (AMI)
  10. More than 50% of the clients work with only one or two digital agencies, up from 47% in 2015 (SoDA Report)
  11. 49% of companies say they typically take more than three months to choose an agency once they’ve decided to begin their search. (AMI)
  12. 35% of clients are often required by their organizations to review multiple agencies even if they’ve already identified the one they want to hire, and to review agencies frequently, even if they’re happy with their work.(AMI)
  13. 34% are skeptical and believe most agencies pretend to know more about their industry and their business than they really do, and that agencies usually don’t give their company’s needs the level of attention they should. (AMI)
  14. 31% of clients are looking for a personal connection with their agency partners. (AMI)
  15. 26% of clients say their marketing budget is established based on a calculation of lifetime customer value, tolerable expenditures per customer gained, and annual sales targets. (AMI)
  16. 21% of agencies indicate they were now working with nearshore and offshore partners for digital production. (SoDA Report)
  17. Only 20% of respondents report having an Agency of Record. (AMI)

FIRE

  1. 90% of agencies say they understand their client’s businesses, only 65% of clients agree. (USA Today)
  2. 88% of clients claim to speak their mind freely, even when it’s uncomfortable. But among agency leaders who frequently interact with clients, only 36% believe this is true. (USA Today)
  3. 76% of agency executives say their clients are afraid to take risks. (USA Today)
  4. 61% of marketers and 70% of agency executives admit they don’t share the same definition of creativity. (USA Today)
  5. 56% say their agencies are more interested in “selling” them their work rather than solving their problems. (USA Today)
  6. More than 50% of clients believe their agencies lack digital talent. (SoDA Report)
  7. 46% of clients say there are factors that automatically disqualify agencies. When asked to share them, respondents cited characteristics such as bad publicity or agency reputation, a poor website, a lack of integrity or experience, and personality conflicts. (AMI)
  8. 13% of companies believe they can create agency services in-house and don’t need an ad agency. (SoDA Report)

Do these numbers reflect your experiences? Do they represent reality? Are you rethinking your agency relationships?

Top 10 social media listening tools from fee to free 3

Posted on June 19, 2016 by Rob Petersen

 

social media listening tools

Social media listening tools identify and assess what is being said about a company, individual, product or brand on the internet. They are used to identify trends, track competitors, understand customer sentiment and discover insights for business building.

Whether it comes with a fee or is free, social media listening tools should be able to:

  • Listen for specific mentions across social media
  • Identify trending topics or phrases
  • Detail customer sentiment
  • Organize customer information
  • Identify thought leaders and influencers

Is this valuable for you business? What are the best ones? Why?

Here are our 10 top social media listening tools from fee to free.

social media listening tools sysomos

1. SYSOMOS: Is a comprehensive social media listening tools especially relevant for businesses with global reach. It can monitor 186 languages and translate 55. Sysomos is a platform comprised of products with specific roles. Sysomos Everything Together (SET) is an integrated social platform that brings together four of its leading products: 1) MAP – which identifies influencers, understanding customer sentiment, or tracking your own social strategies over time, 2) Heartbeat – to monitor, analyze, and understand all the conversations around specific topics all over the world, 3) Influence – helps identify the individuals that can amplify your message and encourages others to take action and 4) Optimize – to engage directly with your target audience is important for all advertisers. Sysomos requires a subscription licence based on the number of users. Subscription fees are monthly and can be purchase by product for a suite of products. Unlimited use of the Sysomos MAP with no restriction on the number of queries, topics or results and complete support and training of an Account Manager is $2,500/month. For Sysomos Heartbeat, $500/month and $1,000/month for Heartbeat Pro to give you an idea.

social listening tools visible technologies

2.VISIBLE TECHNOLOGIES: Is an online social reputation management and social media software solution for enterprise marketers and agencies worldwide. Visible Technologies uses two sentiment-analysis techniques for an accuracy of 80 to 90 percent. The company operates Visible Intelligence, a technology platform that focuses on social media monitoring, data analytics and insights, and customer engagement areas. Its platform also facilitates guided search navigation; repeatable search categories, such as demographics, segments, and attributes; post scheduling; reach analytics; advanced filtering; and scheduled reports. Pricing is monthly subscription requiring a one-year contract. It is one of the more expensive option because you are paying for unlimited search. Pricing starts at $12,000/year.

social listening tools salesforce social studio

3, SALESFORCE: Is a social media management solution designed to build and maintain relationship throughout the “customer journey.” Salesforce Social Studio is keyword based so it is important to know the topics, subjects and brands you are listening for. Salesforce Social Studio help are to listen more effectively across multiple platforms. Social Studio draws tech strengths from Radian6 including social customer monitoring and engagement as well as management across multiple social channels. Social Studio is also used for scheduling posts, customer engagement and social media publishing. Social Studio is cloud based operating on an annual contract. It has channels for email, mobile, ads, and web it addition to Social Studio that helps brands listen, engage, and publish on social networks. Pricing starts at $15,000/year and is determined based on the number of users, brands and keywords.

social listening tools brandwatch

4. BRANDWATCH: Is a platform for social media monitoring, allowing you to analyze and utilize conversations from across the social web.  From social media monitoring to functions such as investor relations, public affairs and media relations, Brandwatch integrates data from a wide variety of area into telling dashboards. Online focus groups can even be set up. Brandwatch is one of the strongest social media anayltics tools you can find. Its pricing is going to be a little out of reach for small businesses but it is an excellent social media listening tool for mid-sized business on up. Pricing starts at $800/month.

social listening tools viralheat

5. VIRALHEAT: Encompasses every aspect of social media monitoring by providing a very handy solution that allows you insight into how your competitors are performing, who they are engaging with and which users are the big influencers. You can monitor and analyze in real-time and you’ve got a powerful base to create conversations or join conversations that are happening right now. You can also drill deeper into the monitoring of your brand by comparing keywords and monitoring any current trends. ViralHeat was acquired by Cision to build out the most comprehensive suite to build out the most comprehensive suite of social media tools. It is still available on a stand-along basis. Pricing is on a monthly subscription basis. It starts at $9/month and is based on the number of users.

social listening tools simply measured

6. SIMPLYMEASURED: Is one of the best single-source solution for web and social analytics out there. SimplyMeasured consolidates metrics into a single, easy-to-use reporting dashboard make to make things easy to digest when sharing metrics across the organisation. Simply Measured is fully compatible with mobiles and tablets. The layout fits perfectly on mobile and tablet, regardless of screen size, with a fully responsive design that looks as gorgeous as the web view on a desktop. Pricing is monthly and starts at $500/month.

social listening tools sprout social

7. SPROUTSOCIAL: Makes managing multiple platforms simple by allowing you to schedule, post, and follow up on users. It creates an ability to find new users and search by topics so you can find new followers and topics to keep up with. Sprout Social’s dashboards is very clean and organized. Sprout Social offers excellent integration with Google Analytics as well as excellent customer service. Pricing is monthly, reasonable with opportunities to trade up as needed. For a business that is serious about social media monitoring but not yet ready to make a major financial investment, Sproutsocial should be a strong consideration. They offer a free trial. On an annual basis, costs are in the area of $3,000 for use by a team of 4.

social listening tools hootsuite

8. HOOTSUITE: Is one of the more popular social media management platforms and probably the most popular with small buisnesses. A primary advantage of Hootsuite is that it connects to virtually every social network. So if you want to run, manage and monitor campaigns on multiple social network, Hootsuite does it simply. The interface on HootSuite is organized by tabs allowing users to divide engagement activity into social networks and streams. The number of social networks that Hootsuite users have access to is determined by their account level: Free, Pro, or Enterprise. The Free version is limited to three networks. Their Pro version is $9.99/month.

social listening tools addictomatic

9. ADDICTOMATIC: Searches the best live sites on the web for the latest news, blog posts, videos and images. Twazzup, Addict-o-matic and SocialMention are three free platforms that allow you to measure your social media mentions instantly with the buzz on any topic. Addictomatic is a discovery platform. After you search, you can personalize your results dashboard by moving around the source boxes. When you’re done, bookmark the page and keep coming back to your personalized results dashboard for that search.

social listening tools social searcher

10. SOCIAL SEARCHER: Social Searcher is also a social search engine. But Social Searcher also provides you with access to some interesting analytical tools, such as sentiment (in terms of positive, negative, neutral and ratio), the source of the content that you have found: Content, types of result (links, photographs, status updates), keywords (1 word, 2 words, 3 words) and popular content (such as retweeted tweets). You can use Social Searcher free for 100 real time searches per day. The basic version allows 200 searches per day going through to the professional version at 800 searches per day, based on network usage. Costs go from €3.49 per month to €19.49 a month.

Did you know about these social media listening tools? Are there any you would add or delete in your top 10? Do you need help identifying the right social media listening tool for your business?

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