As a business owner, it’s hard to keep your focus on your customers and not your competitors when your competitors are nipping at your heels online and offline. Any good business strategy online or offline, however, begins with understanding your customers’ needs and compelling them to take action (e.g. call you, buy your product, fill out a form etc).
A client of ours watches closely every competitor that enters her market. Rightly so, she’s nervous about losing clients to competitors at lower price points, or to competitors that offer different products and services.
During one of our regular client meetings, she suggested we change up our ppc ads in reaction to increased competition. The suggestion was to add, “…value of $xx” to the ad, which meant we had to remove a call to action to make room for this text. I knew what the results were going to be, but we implemented the change and split test the ads, one with the call to action, “Call today!”, and the other with, “Value of $xx”). She was reacting to her competitors that were offering lower price points and trying to differentiate her services.
We knew what the outcome was going to be, but ran the test as raw data often makes a point better than your word. We ran the split test long enough to have valid data and found a 22% lower click through rate and 40% fewer total visitors with the “value of” ad. That’s a big difference!
- Focus on your customers, not your competitors.
- Tell your customers what you want them to do. The call to action is one of the most important direct marketing elements to include in any advertising.
Have you run similar splits tests with different results?