{"id":1204,"date":"2014-03-18T08:00:54","date_gmt":"2014-03-18T13:00:54","guid":{"rendered":"http:\/\/juneux.com\/blog\/?p=1204"},"modified":"2022-03-23T19:27:46","modified_gmt":"2022-03-24T00:27:46","slug":"why-isnt-my-marketing-campaign-performing-better","status":"publish","type":"post","link":"https:\/\/juneux.com\/blog\/2014\/03\/why-isnt-my-marketing-campaign-performing-better\/","title":{"rendered":"Why Isn\u2019t My Marketing Campaign Performing Better?"},"content":{"rendered":"<p><span style=\"font-size: x-large;\"><span style=\"color: #888888;\"><span style=\"color: #333333;\">You have a sizable e-mail list, a healthy paid search budget, your site is optimized for Google, and you&#8217;re building a strong following in social media. But despite your best effort, the <strong>number of new leads<\/strong> flowing in <strong>doesn&#8217;t reflect all of this initiative<\/strong>.<\/span><\/span><\/span><\/p>\n<p><span style=\"color: #888888;\"><span style=\"color: #333333;\">If any of the following scenarios resonate with you&#8230;<\/span><\/span><\/p>\n<ul>\n<li>Less than 1% of website visitors complete our <strong>lead gen form<\/strong> to request a live demo. How can I convert more prospective buyers on my paid search landing page?<\/li>\n<li>People open our e-mails, but very few go beyond that. How can I get more customers to click-through my <b>e-mail promotions<\/b> and take action?<\/li>\n<li>We get a ton of page views, but no one is commenting on our <b>company<\/b> <b>blog<\/b>. Is the content truly connecting with our target audience?<\/li>\n<li>Our <strong>Facebook<\/strong> <strong>ad<\/strong> drove hundreds of new &#8220;likes,&#8221; but we didn&#8217;t see the level of social activity we were hoping for.<\/li>\n<li>We spent a lot of money developing a<b>\u00a0research paper<\/b> to drive new leads, but nobody is downloading it. Why not?<\/li>\n<li>The <b>bounce rate<\/b> on our product page is 75% and I don\u2019t understand why.<\/li>\n<\/ul>\n<p>&#8230;there are several ways to get to the bottom of why your marketing campaign or website isn\u2019t performing the way you want.<\/p>\n<h3><b>A\/B Tests<\/b><\/h3>\n<p>Try different messaging, different form fields, graphics, colors, more content, less content, and so on, until you hit on one or more treatments that does the trick. Review A\/B testing best practices or hire an expert, then create a testing plan to keep track of which elements you&#8217;ve tested, when, and the results.<\/p>\n<p>There are numerous tools available to help you conduct A\/B tests without the assistance of a web developer. Your CMS (content management system) may already have this capability built-in.\u00a0If you use Google Analytics, the <a title=\"Google Experiments\" href=\"https:\/\/support.google.com\/analytics\/answer\/1745147?hl=en\">Experiments<\/a> tool is available for free (look under Behavior, then click \u201cExperiments\u201d on the left side of GA).<\/p>\n<h3><b>Online Surveys<\/b><\/h3>\n<p>Poll your current customers and ask them how your e-mails, blog posts, research papers, or website can better serve their needs. Send out a quick survey to a small segment of your e-mail list or intercept your website\u2019s visitors with a pop-up invitation to your online survey.<\/p>\n<h3><b>Voice of Customer Data<\/b><\/h3>\n<p>Measure customer experience at a granular level with a voice of customer (VOC) tool, such as Foresee Results, iPerceptions, or OpinionLab. VOC allows you to gather insights at an overall experience-level or at a page-level with a research tool that is embedded on your website.<\/p>\n<h3><b>Or for Even Deeper Insights&#8230;<\/b><\/h3>\n<p>If you are already using one or more of the above tools\u2014\u00a0but <strong>haven\u2019t yet answered \u201cwhy\u201d<\/strong> or you <strong>need even deeper answers\u00a0\u2014\u00a0<\/strong>there is another research method to consider.<\/p>\n<p>Have you ever tried conducting a moderated\u00a0<strong>usability study on your marketing campaign<\/strong>? Usability studies aren\u2019t just for websites and mobile apps. They can be used for instruction booklets, on-boarding software for new hires, voicemail systems, and many other types of communication vehicles and systems \u2014 online and offline.<\/p>\n<p>Usability testing is one of the most cost effective and efficient ways to identify big or simple problems that <strong>prevent your customers from taking action<\/strong>.<\/p>\n<p>For example, usability testing your marketing campaign might uncover:<\/p>\n<ul>\n<li>An undetected web error that prevents customers from completing your lead gen form.<\/li>\n<li>A confusing label that customers misinterpret to mean something else.<\/li>\n<li>Customers not being able to find the information they\u2019re looking for \u2014 even though it\u2019s right in front of them.<\/li>\n<li>The content your customers want is just below-the-fold, and therefore, completely invisible.<\/li>\n<li>The topic of your paper is not aligned with what your customers <em>really<\/em> need.<\/li>\n<li>Your paid search landing page doesn\u2019t fulfill the promise made in your Google search ad.<\/li>\n<\/ul>\n<p>It <b>doesn\u2019t take long<\/b> to uncover major issues. In fact, in as few as 5 usability tests you can\u00a0<b>identify the biggest obstacles<\/b>, plus gather insights on how to course correct. As soon as the largest issues begin to emerge, we recommend using the rest of the usability study to test new solutions (while also avoiding\u00a0<em>new problems<\/em>).<\/p>\n<p>When usability testing, you never know what you might find. Sometimes the smallest changes can make the biggest impact. We\u2019ve seen <strong>minor changes<\/strong> on a lead gen form <strong>generate million<\/strong>s in incremental revenue. For more proof that usability studies can uncover a veritable goldmine lurking within your site, read <a title=\"The $300 Million Button\" href=\"https:\/\/www.uie.com\/articles\/three_hund_million_button\/\">The $300 Million Button<\/a>.<\/p>\n<p>Interested in learning more about usability testing your marketing campaigns, website, or software? Read more about <a title=\"The 5-Step Process We Use to Plan &amp; Conduct Usability Studies\" href=\"http:\/\/juneux.com\/blog\/2014\/03\/the-5-step-process-we-use-to-plan-conduct-usability-studies\/\">our usability testing process<\/a> or <a title=\"Contact June UX\" href=\"http:\/\/juneux.com\/blog\/contact\/\">contact us<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>You have a sizable e-mail list, a healthy paid search budget, your site is optimized for Google, and you&#8217;re building a strong following in social media. But despite your best effort, the number of new leads flowing in doesn&#8217;t reflect all of this initiative. If any of the following scenarios resonate with you&#8230; Less than &hellip; <a href=\"https:\/\/juneux.com\/blog\/2014\/03\/why-isnt-my-marketing-campaign-performing-better\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Why Isn\u2019t My Marketing Campaign Performing Better?&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[16],"tags":[],"class_list":["post-1204","post","type-post","status-publish","format-standard","hentry","category-user-research-3"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Isn\u2019t My Marketing Campaign Performing Better? - June UX<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/juneux.com\/blog\/2014\/03\/why-isnt-my-marketing-campaign-performing-better\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Isn\u2019t My Marketing Campaign Performing Better? - June UX\" \/>\n<meta property=\"og:description\" content=\"You have a sizable e-mail list, a healthy paid search budget, your site is optimized for Google, and you&#8217;re building a strong following in social media. But despite your best effort, the number of new leads flowing in doesn&#8217;t reflect all of this initiative. 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