Plan for Success: 7 SMART Digital Marketing Objectives for 2023
Digital Marketing 4 min read
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Home Blog Digital MarketingHow to Use Website Testing and Marketing Automation to Increase Sales
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The competitive digital marketplace requires companies to maximize profit efficiently. Fortunately, thanks to website testing and automation tools, it has become much easier to increase your sales while reducing costs.
This article discusses how you can best leverage both to meet your overall digital marketing and overall business objectives.
If you want to increase sales and boost the effectiveness of your website, you need to know how to leverage A/B testing. A/B testing is a form of website testing that compares near-identical pages or elements against one another to see which version will be best for long-term implementation.
FURTHER READING: In-depth Guide to A/B Split Testing Like a Pro
Here’s a basic example of A/B testing in action:
A/B testing can significantly help your business present itself in the best way possible to your target audience. However, there are two different ways you can implement A/B tests.
Conversion rate optimization (CRO) testing
Conversion rate optimization testing or CRO testing focuses on maximizing how many of your leads become sales through establishing action-oriented pages. These are important for getting people to download content, make a purchase, or input contact information.
CRO testing aims to optimize all of your “point of conversion” pages. If maximized, CRO A/B testing will help turn more of your site’s visitors into either sale qualified leads or full-on customers.
ADDITIONAL READING: List of 14 Best A/B Testing Tools for Conversion Optimization Pros
Growth-driven design testing
Next is growth-driven design or GDD testing. With GDD testing, you systematically revamp your website and focus on shortening launch times to emphasize impact on your target audience. To properly implement GDD testing, you’ll constantly research and test multiple versions of your site.
In doing this, you’ll gather a wealth of data and learn about how site visitors interact with your brand. Over time, you can then implement continual improvements, though they are incremental in scale. The hope is that GDD testing, when leveraged regularly, will allow you to maximize the efficiency and attractiveness of your website or online storefront.
Both versions of A/B testing are important and can help your site be the best version of itself. In both cases, you’ll need to rely on tons of data and test frequently to make the wisest decisions for your brand.
Where to use A/B testing
A/B testing can be used in a variety of smart ways, including:
In both examples, A/B testing helps your website perform at its maximum capabilities. The key thing to remember is that A/B testing becomes more effective and valuable the more you do it. It is also useful for boosting your site’s value when it’s time to sell it and reap the rewards of all of your hard work!
In addition to leveraging A/B testing to better your brand, you’ll want to take advantage of marketing automation tools. These tools, when used correctly, may lead your brand to experience many major benefits.
Social media marketing tools
Social media marketing tools are phenomenal for boosting automation in your organization. SMM requires a lot of engagement as you need to post regularly (often every day) across multiple social media channels or platforms.
Automation tools can help you post at the same time each day without having someone push a button, thus benefiting your SEO score. But this also frees up your social media manager or other employees to do other, more hands-on tasks. Social media automation tools can also gather data, respond quickly to customers, and much more.
Propelrr is a great example of a social media marketing and SEO tool suite. With Propelrr, you’ll be able to gather tons of data for A/B testing and other measures. Plus, you’ll be able to automate many of your SMM tasks, such as posting at the same time each day.
Customer relationship management (CRM) tools
CRM or customer relationship management tools are related to many other automated platforms. These are specifically designed to help you manage and streamline your sales pipelines.
CRM software can track all the potential leads who show up on your organization’s website and measure the interactions visitors make with your company. Over time, this will allow you to learn:
In other words, CRM tools can automate data collection for your marketing team and help you understand your visitors or target audience better. When you use CRM tools properly, you’ll be better able to anticipate customer needs and advertise more effectively to them.
Other automation tools
There are plenty of other automated marketing tools to use, of course. For example, marketing automation platforms such as HubSpot are phenomenal for automating marketing tasks like:
But above all, all marketing automation tools free up man-hours for your marketing team. Rather than doing busywork or manually sending messages to prospective leads, your marketing team can spend their time creatively coming up with ad copy, analyzing gathered data, or doing other important tasks.
Every brand can and should leverage website testing and automation to increase its sales and success across the board. To reiterate:
Do you have any marketing automation and A/B testing tools you’d like to recommend? Share them with us over on Facebook, Twitter, or LinkedIn! We’d love to hear what you think.
Get tips and recommended tools to help you optimize your workflow and marketing efforts straight in your inbox, and subscribe to the Propelrr newsletter, today.
Lee Li is a project manager and B2B copywriter with a decade of experience in the Chinese fintech startup space as a PM for TaoBao, MeitTuan, and DouYin (now TikTok).
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