I care more about your creative than you do and here’s the proof
I recently wrote an article titled ‘I really don’t care what you think about your creative and neither should you’, a slightly tongue in cheek piece about the traps of relying on personal opinion. It might be a good idea to take another a quick look over it before you read on.
Anyway, I went on to explain that we A/B tested the following three landing pages and the one on the right had a 41% conversion rate while the other two scored around 10%.
On face value you may well think that there’s not enough difference between them to produce such a dramatic result but sometimes it’s the small things have the greatest impact.
Time now to further explain our insights and findings.
I won’t go into specific detail but as you can see several changes were made based on experimental theories in relation to heading content and its positioning, colour choices, amount of copy and placement of graphic elements and devices.
So through an experiment and data driven creative process we were able to achieve a four fold increase in conversions.
Sure we could have nailed it on the first design or it could have taken dozens more to get it right, but that’s the beauty and importance of measurable experimentation.
Don’t assume anything!
This just goes to prove that it’s not always the ‘prettiest’ creative or the one with the most information that generates leads… in fact it can be quite the opposite depending on what best resonates with your target audience … and who really knows what that is without testing it first.
Sure there are some givens when it comes to designing successful creative but there will always be other ways to create better conversions, and testing is the only full proof way, not guessing or assuming what you think you know.
Of course what we are showing you here is just the tip of the iceberg; there are many other deeper factors to be worked through before you get to this point.
You can’t rely on creative alone.
Yes great creative can certainly help open the door but as in life what you look like is only one piece of a larger pie when it comes to attraction, it is what’s underneath that really counts.
Just make sure that what gets them through the door is the same as what stands behind it, that’s when and only when you achieve brand alignment.
I now have two questions for you.
1. Do you have a digital strategy and follow a process similar the one above?
2. Have you or your existing agency ever tested any of your creative?
More than likely the answer is no for both.
So if you don’t have a digital strategy and are not testing your creative, then as far as I’m concerned, I care more about your creative than you do.
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