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22/12/15

Test it, measure it

man holding red pill and blue pill

When it comes to getting results from marketing, guesswork is never the best plan! Any successful marketing strategy should start with research and adapt to get maximum return.

Air Options is an established air conditioning and heating business, providing their installation, maintenance and repair services to commercial organisations. With premises in London and in Witham, Air Options cover the whole of London and the South East.

Their approach to developing their  website was refreshing! They agreed that taking the time to test layout and content options before committing to the tone and layout of the site was the right approach to take. Here at Fever we know this better than most. When testing multiple home pages for our own site, we clocked a 213% increase in enquiries between the pages we trialed. With figures like that, this type of vital web research really shouldn’t be ignored.

It is amazing how subtle changes on a web page can have such a big impact on the user experience and effectiveness of the page. Simply changing the style and location of a call to action link can make a huge difference to the number of people that actually take that next step and make direct contact. Don’t just take our word for it – let us prove it to you.

Google provides a solid and reliable testing platform, using its Content Experiments feature in Analytics. This allows you to setup multiple versions of the content, letting Google divide your traffic between the tests, and provides direct feedback on the performance of each.

We worked in conjunction with Footprint Digital, our specialist search engine optimisation (SEO) partner on the Air Options project and we currently have over 15 content tests running on the website.

So if you’re thinking about making some changes to your website, or creating a new site from scratch, contact us to find out how some upfront legwork can pay dividends in the long run.

By Ben Green