On the first day of Christmas the Art Director said to me, lets test the inclusion of a white paper for free!
I thought to myself, what a jolly good idea, for content marketing is something I could run tests for all year. So on to the page a white paper went, to encourage respondents to enter their email and then hit 'submit'.
A white paper has great value and can spread some holiday cheer! Yes, send them to all who are on the 'nice list' this year. White papers allow respondents to learn something new, so that they can show their CEO that their ROI grew.
We created our landing page spotlighting this gift and with this one little change we saw great conversion lift!
But we could not stop there, we must keep on testing, so we gathered the team for a brainstorming session. What else could we do to continue this success? We thought long and hard for we would accept nothing but the best.
Then just like a lightning bolt, an idea did hit me, if people like one white paper, lets give them a resource library! Multiple assets available for free, what a great way to fill respondents with glee.
And just like that, we were busy optimizing! Like elves in Santa's workshop, this was very exciting. We created and published our brand new testing element. We checked our list twice to make sure the content was relevant.
We took the page live and hoped for a new winner. In the meantime, we sat down for a delicious Christmas dinner. And right when it was time to pass the dessert, the Data Analyst shouted out, our idea, it worked!
Hip, hip, hooray, we shouted together! A resource library offer is now our new winner. Conversions were higher than ever before. Not to mention we have test learnings galore.
We could see which resources respondents liked best, which would prove to be extremely valuable when building our next test.
Our customer was very thankful for such a wonderful outcome. But the best part of all was that we were far from done. At ion interactive we will always be testing. That is our motto. There is no room for resting.
We hope you agree with this mindset as well. Put on your thinking cap and your results will be swell. So, if you are looking to test this holiday season, test content marketing to encourage form completion.
While visions of testing ideas dance in my head, I realize there is one last thing to be said.
Wishing you a wonderful year that is jolly and bright. Merry testing to all and to all a good site!