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In Conversion Optimization, The Loser Takes It All

Most of us at some point in our lives have experienced that creeping, irrational fear of failure, of being an imposter in our chosen profession or deemed “a Loser” for not getting something right the first time. marketers who work in A/B testing and conversion optimization.

We are constantly tasked with creating new, better experiences for our company or client and in turn the customers they serve. Yet unlike many business ventures or fire-and-forget ad agency work, we then willingly set out to definitively prove that our new version is better than the old, thus throwing ourselves upon the dual fates of customer decision making and statistical significance.

And that’s when the sense of failure begins to creep in, when you have to present a losing test to well-meaning clients or peers who were so convinced that this was a winner, a surefire hit. The initial illusion they had — that you knew all the right answers — so clinically shattered by that negative percentage sign in front of your results.

Yet of course herein lays the mistake of both the client and peer who understandably need quick, short-term results or the bravado of the marketer who thinks they can always get it right the first time.

A/B testing and conversion optimization, like the scientific method these disciplines apply to marketing, is merely a process to get you to the right answer, and to view it as the answer itself is to mistake the map for the territory.

I was reminded of this the other day when listening to one of my favorite science podcasts, “The Skeptics Guide to the Universe,” hosted by Dr. Steven Novella, which ends each week with a relevant quote. That week they quoted Brazilian-born, English, Nobel Prize-winning zoologist Sir Peter B. Medawar (1915 -1987) from his 1979 book “Advice to a Young Scientist.” In it he stated, “All experimentation is criticism. If an experiment does not hold out the possibility of causing one to revise one’s views, it is hard to see why it should be done at all.”This quote for me captures a lot of the truisms I’ve learnt in my experience as a conversion optimization marketer, as well as addresses a lot of the confusion in many MECLABS Institute Research Partners and colleagues who are less familiar with the nature and process of conversion optimization.

Here are four points to keep in mind if you choose to take a scientific approach to your marketing:

1. If you truly knew what the best customer experience was, then you wouldn’t test

I have previously been asked after presenting a thoroughly researched outline of planned testing, that although the methodic process to learning we had just outlined was greatly appreciated, did we not know a shortcut we could take to get to a big success.

Now, this is a fully understandable sentiment, especially in the business world where time is money and everyone needs to meet their targets yesterday. That said, the question does fundamentally miss the value of conversion optimizing testing, if not the value of the scientific method itself. Remember, this method of inquiry has allowed us — through experimentation and the repeated failure of educated, but ultimately false hypotheses — to finally develop the correct hypothesis and understanding of the available facts. As a result, we are able to cure disease, put humans on the moon and develop better-converting landing pages.

In the same vein, as marketers we can do in-depth data and customer research to get us closer to identifying the correct conversion problems in a marketing funnel and to work out strong hypotheses about what the best solutions are, but ultimately we can’t know the true answer until we test it.

A genuine scientific experiment should be trying to prove itself wrong as much as it is proving itself right. It is only through testing out our false hypothesis that we as marketers can confirm the true hypothesis that represents the correct interpretation of the available data and understanding of our customers that will allow us to get the big success we seek for our clients and customers.

2. If you know the answer, just implement it

This particularly applies to broken elements in your marketing or conversion funnel.

An example of this from my own recent experience with a client was when we noticed in our initial forensic conversion analysis of their site that the design of their cart made it almost impossible to convert on a small mobile or desktop screen if you had more than two products in your cart.

Looking at the data and the results from our own user testing, we could see that this was clearly broken and not just an underperformance. So we just recommended that they fix it, which they did.

We were then able to move on and optimize the now-functioning cart and lower funnel through testing, rather than wasting everyone’s time with a test that was a foregone conclusion.

3. If you see no compelling reason why a potential test would change customer behavior, then don’t do it

When creating the hypothesis (the supposition that can be supported or refuted via the outcome of your test), make sure it is a hypothesis based upon an interpretation of available evidence and a theory about your customer.

Running the test should teach you something about both your interpretation of the data and the empathetic understanding you think you have of your customer.

If running the test will do neither, then it is unlikely to be impactful and probably not worth running.

4. Make sure that the changes you make are big enough and loud enough to impact customer behavior

You might have data to support the changes in your treatment and a well-thought-out customer theory, but if the changes you make are implemented in a way that customers won’t notice them, then you are unlikely to elicit the change you expect to see and have no possibility of learning something.

Failure is a feature, not a bug

So next time you are feeling like a loser, when you are trying to explain why your conversion optimization test lost:

  • Remind your audience that educated failure is an intentional part of the process:
  • Focus on what you learnt about your customer and how you have improved upon your initial understanding of the data.
  • Explain how you helped the client avoid implementing the initial “winning idea” that, it turns out, wasn’t such a winner — and all the money this saved them.

Remember, like all scientific testing, conversion optimization might be slow, methodical and paved with losing tests, but it is ultimately the only guaranteed way to build repeatable, iterative, transferable success across a business.

Related Resources:

Optimizing Headlines & Subject Lines

Consumer Reports Value Proposition Test: What You Can Learn From A 29% Drop In Clickthrough

MarketingExperiments Research Journal (Q1 2011) — See “Landing Page Optimization: Identifying friction to increase conversion and win a Nobel Prize” starting on page 106

The post In Conversion Optimization, The Loser Takes It All appeared first on MarketingExperiments.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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10 Crucial Steps for Launching Your B2B Podcast Into the Wild

Hey, friend, have you heard the good news about podcasts? 

Given the most recent stats, it’s highly likely you have. Over half of all Americans over 12 years of age have listened to at least one. Podcasts have well and truly hit the mainstream. In other words, the gold rush is on for brands looking to connect with a highly-engaged, long-attention-span audience.

However, getting a podcast up and running isn’t as simple as publishing a blog. We recently published an entire B2B podcasting webinar to walk you through the entire process, from conception to publication. This post will zero in on the choices you need to make and the steps you need to take to release your podcast into the wild.

B2B Podcasting Launch Checklist: 10 Steps

Sure, you could just upload your audio to your web server, add an RSS feed, and call it good. But if you want people to actually find and listen to your podcast, there are a few extra steps you should take. This checklist will help your podcast find an audience and start building a subscriber base.

via GIPHY

#1: Choose Your Hosting Platform

A podcast syndication platform makes it easy to publish your podcast and get listed in directories. Think of it like WordPress is for your blog — it hosts the files, makes them look pretty, and makes it so people can find them.

Most platforms will also give you embed codes for embedding episodes in blog posts or on a landing page. You’ll also get stats on how many people are downloading episodes, and on what program they’re listening.

We prefer Libsyn as our hosting platform. Podbean, buzzsprout, and Blubrry are also solid options. They all have a free tier of hosting, but you’ll want to pay a few bucks a month for bandwidth and analytics.

#2: Upload Your First Three Episodes

Podcasting is all about establishing a regular cadence (more on that later). But for launch, you’ll want to have at least three episodes ready to go. There are a few reasons for publishing multiple episodes for your debut:

  1. One episode may not be enough to convince people to subscribe. 
  2. Multiple episodes show you’re committed to keeping the content coming.
  3. Most importantly, Apple podcasts requires at least three episodes to qualify for their “New and Noteworthy” section. 

So before you publish, have at least three episodes completed, and be ready to follow up with more at your promised publishing cadence.

#3:  Register with Podcast Directories

Podcasts are peculiar in terms of content delivery. Your hosting platform makes the files available, but most people will listen to your podcast on their chosen podcast app. Each app maintains its own directory — think of it as a search engine for podcasts. 

Your podcast needs to be listed in their directory, or people won’t be able to find you. I recommend registering with at least these six:

  1. Apple Podcasts
  2. Google Podcasts
  3. Stitcher
  4. Podbean
  5. Spotify
  6. TuneIn

Each of these sites will ask for the RSS feed of your podcast, which your hosting platform will generate for you.

I created a podcast tracker to keep track of all these directories — sign up for the webinar and you can download it for free.

B2B Podcast Tracker

#4: Promote Internally

Gaining visibility on a podcast directory is tricky business. Apple and Google are where the majority of your listeners will be, and each employs an algorithm to promote podcasts in search results and feature pages.

How do you get an algorithm’s attention? Engagement! Start by promoting your podcast to all of your employees. Encourage them to subscribe on Apple or Google, give a rating, and write a brief (and honest) review. What’s more, draft some social messages and encourage everyone to promote the podcast to their networks, too.

That base level of initial engagement will help your podcast start finding its audience.

#5: Activate Your Influencers

Most podcasts are Q&A-style interviews with influential guests. If your podcast includes influencers in your industry, make sure they know as soon as their episode goes live. Give them the tools to promote the podcast easily:

  • Sample social messages
  • Social media images in the correct sizes
  • Embed codes

If your podcast doesn’t feature influencers, it’s worth re-evaluating your strategy for your next season. Influencer content not only is more valuable to your audience, it’s an indispensable channel for promotion.

#6: Publish Blog Posts

The one downside of audio content: It’s not super crawlable for SEO purposes. Granted, Google has started to auto-transcribe episodes and add them to search results, but the technology is still in the early stages.

To truly get some SEO juice from your podcast, we recommend embedding each podcast in a blog post. This example from the Tech Unknown Podcast by SAP* shows how simple it can be. All you need is an introduction, a few pull quotes, some key takeaways, and a transcript.

#7: Add Paid Promotion

As with any content, you want to use every tactic available to make sure it gets seen by your target audience. That’s especially true with podcasts, since podcast search engines are incredibly competitive.

Targeted, paid social promotion can help establish your subscriber base and get your new podcast some much-needed visibility.

It’s also worth considering cross-promotion on other podcasts. Consider both paid advertising and trading guest spots with a podcast that shares your target audience. 

#8: Solicit Listener Feedback

Ratings and reviews are essential to your podcast’s success. They’ll help provide social proof for new listeners and boost your search visibility in podcast directories. 

The best way to get ratings and reviews? Ask for them. Make it part of each episode’s sign-off. You can even encourage thoughtful reviews by reading the best ones on future episodes. You will engage your listeners and solicit more reviews at the same time.

#9: Keep Up Your Cadence

As with blog content, there’s no single “right” frequency to publish a podcast. Some of my favorite podcasts publish weekly, biweekly, or even monthly. The best cadence for your podcast is “However frequently you can reliably, regularly publish quality content.”

Choose your cadence with an eye to long-term sustainability, and tell your listeners explicitly how frequently you’ll publish. Whether it’s “See you next week,” or “PodcastTitle is a monthly podcast that…” listeners will find it easier to make your podcast a habit if you stick to a schedule.

#10: Repurpose, Repurpose, Repurpose

In my last post on the content marketing benefits of B2B podcasting, I mentioned that podcasts are a content machine, and I’ll say it again. It’s easy to finish an episode, publish it, then forget it and move on to the next thing. But don’t do that! 

Pull snippets of audio content for social media. Turn them into short videos, too: Add a still image or a simple looping GIF for visual interest.

Use your transcriptions as fodder for future blog posts, quotes for influencer marketing, or even a stand-alone asset. 

Any way you can reuse that content can help bring more listeners to your podcast. What’s more, putting the content in a different medium can reach an audience who might not be into podcasts (yet). 

Check, Check, One Two

Launching a podcast is a little trickier than launching a new blog, especially if you’re new to the format. But if you follow this checklist, you can make sure your podcast is available on all the right channels and is ready to start attracting an audience.

Need more podcasting help? Check out our B2B Podcasting Webinar. In addition to learning the Four P’s of podcasting success, you’ll see me make this face:

B2B Podcasting Face

*Disclosure: SAP is a TopRank Marketing client.

The post 10 Crucial Steps for Launching Your B2B Podcast Into the Wild appeared first on Online Marketing Blog - TopRank®.

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