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Category: A/B Testing

The Role of the Customer is Changing – Are You Ready?

The Changing Role of The Customer
Summary: Through building a collaborative culture, companies and brands are able to unlock the potential to accommodate to the changing role of the customer.

The role of the customer is changing. Nowadays, customers hold higher expectations for the companies and brands they support and work with, especially due to the amount of easily accessible information and data out there. Everyday consumers are also making an effort to support purpose-driven brands, which plays a significant role in affecting their consumer behaviors and purchasing decisions.

customer role is changing how to pay for products and services

As a result, companies and brands are no longer building their marketing strategy solely around the goal to accelerate business acquisitions anymore. They are now looking deeper into creating connected experiences with the help of data, insights, and by leveraging new tools such as automation and intelligence. These tools and resources are extremely helpful to ensure that their marketing efforts are helping their brand stay relevant to their customers.

There is an increasing emphasis on the customer experience

As I mentioned earlier, customers’ expectations are changing the way many companies and brands do business. More importantly, it is changing the way many companies and brands do marketing. Customers expect businesses and brands to know exactly what they want and they are seeking meaningful and relevant interactions.

There is now a stronger emphasis on the customer experience (CX) and it is becoming increasingly important within the realm of marketing. It’s time to shift your mindset and start approaching your marketing efforts with a “customer first” mindset.

With that, more and more people have been talking about the importance of data and its positive impact on enhancing the customer experience. Data-driven businesses are on the rise and many of them are exploring and using data-driven creativity to map out their customer journey. As a result, this helps brands manage customers’ expectations and create an engaging experience. Through building a collaborative culture, companies and brands are able to unlock the potential to accommodate to the changing role of the customer.

How can companies and brands stay relatable to their customers in 2019 and beyond?

Now that we’ve discussed the “what”, it’s time to discuss the “how”. With the changing role of the customer, how can companies and brands stay relatable to their customers in 2019 and beyond?

Create targeted in-depth customer profiles

Now that the focus has shifted to the customer, it’s important to take the time to create targeted, in-depth customer profiles. Getting into the habit of doing this will help you gain a deeper understanding of consumer behavior, what your customers like and don’t like, and how you can formulate and segment your marketing strategy for different targeted audiences.

Customer Personas

Elements to consider when creating customer profiles can include:

  • Age or age range
  • Gender
  • Geographical location
  • Level of education
  • Occupation
  • General income level
  • Lifestyle & hobbies
  • Shopping habits

Conduct A/B tests to figure out what works and what doesn’t

Using cross-channel data to design, personalize, and test different marketing campaigns can result in positive outcomes when it comes to reaching and engaging with customers. This may also be an opportune time to experiment with conducting A/B tests to help potential customers move more effectively through the marketing funnel.

Work with a marketing agency to help manage customer expectations

There may be instances when it becomes hard to keep up with increased customer expectations, especially if you have a relatively small marketing team and limited resources. With increasing demands from customers, it may be beneficial to consider outsourcing your digital marketing efforts to help manage customers’ expectations. Based on Glassdoor data from 2018, the national average salary for a digital marketing manager can be as steep as $77,015 for just one employee. If you think about it, adding a whole in-house team of marketing experts would cost anywhere between $700,000 to over $1,000,000 annually.

The Changing Role of The Customer

It’s important to identify any gaps within your marketing department and consider key factors when comparing in-house marketing teams against outsourced marketing agencies. Working with an outsourced marketing agency is beneficial if you require:

  • The need for wide-ranging skill sets
  • A desire to keep a competitive edge with industry best practices
  • A larger network of brainpower
  • Access to tools and platforms

Often times, many business owners and solopreneurs go at their digital marketing efforts alone. With the role of the customer changing, it may become slightly challenging and overwhelming. Working with a marketing agency is better than going at it alone because it solves the “time is money” problem, it keeps you out of the sell-do loop, and it provides knowledge (and we all know that knowledge is power).


As you continue to revolve your digital marketing efforts around your customers, think of different ways you can manage their expectations. The role of the customer will only become more significant from here on out. Make sure you invest in the right tools and resources and put your best foot forward.

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WSI was founded in 1995 and is an innovative digital marketing agency with offices in over 80 countries. We’ve spent over 20 years helping more than 100,000 companies and large global brands unlock the full potential of their business by leveraging the Internet and its many unrecognized opportunities. We’d be happy to help do the same for you and consult on your digital marketing strategy.  Simply give me a call or email me at rknutsen@wsiebizsolutions.net to learn more.

 

 

5 Steps to Conducting Successful A/B Tests for Your Landing Pages

Landing Pages
Summary: A/B testing can take your marketing efforts to the next level and help customers move more effectively through the sales and marketing funnel.

As a marketer, it’s often tempting to base your marketing decisions off of your initial “gut feeling”. More often than not, those who solely rely on their intuition to predict what will make people click and convert will fall short. In return, this may lead to detrimental results for your marketing campaigns.

Rather than trying to guess what will lead to the best results for your next marketing campaign, it’s time to run an A/B test (if you’re not running them already). A/B testing can take your marketing efforts to the next level and help customers move more effectively through the sales and marketing funnel. In a nutshell, results of an A/B test can effectively determine which tactics work and which don’t work.

What is A/B Testing and Why is it Important?

A/B testing is scientifically known as “two-sample hypothesis testing”. In the digital world, it is also commonly referred to as “split testing” or “bucket testing”. According to Optimizely, A/B testing is “an experiment where two or more variants are shown to users at random”. From there, based on statistical analysis, running an A/B test helps determine which of the variations perform better for a given conversion goal.

Landing Pages Test A/B

Within the digital marketing world, A/B testing is the process of comparing two versions of a marketing asset with just one varying element. Marketers most commonly run these tests on landing pages, display ads, and emails. The main purpose of running these tests for digital marketing campaigns is to see which variation performs best.

In its simplest form, running A/B tests can help you gain a better understanding on whether users like version A or version B of your campaign.

The Importance of A/B Testing for Your Landing Pages

Landing pages are vitally important to lead conversion and it’s crucial to understand the importance of landing pages. Landing pages are standalone pages that serve a single and focused purpose. They play a vital role within the buyer’s journey, with a strong focus surrounding lead generation and lead conversion.

So, where does A/B testing come into play? In order to create an effective landing page that converts, you will need to conduct tests on a number of variables and measure what works best.

Step 1: Identify the problem

First and foremost, you’ll need to figure out why your landing page isn’t converting. Start by pinpointing a specific problem. For example, you own an e-commerce store and notice that very few sales are coming from the landing page linked your email campaigns. You notice that your emails have a high open and click-through rate, yet very few are actually are actually converting.

Step 2: Analyze the variables

Once you’ve identified the problem, it’s time to analyze the user data. Specifically for landing pages, there are so many elements you can analyze and it can become extremely time consuming. Instead, start by figuring out and prioritizing which elements you want to focus on and target first. According to MailChimp, you can choose to conduct A/B tests on a number of variables. Variables and elements of your landing page that you can choose to test include (but are not limited to):

  • Color scheme
  • Number of types of images
  • Call-to-action button design and placement
  • Headings and subheadings
  • Special product/service offers and pricing

For example, you’re analyzing your landing page and notice that your call-to-action button is not very visible to users. Maybe it’s the placement of the button or maybe it’s the size that’s affecting the conversion rate. At this stage, you start brainstorming where you can move the button or how you can resize it to help generate a higher conversion rate.

Step 3: Narrow down the elements

Now that you have analyzed the data, pick one element you want to test and figure out how you want to test it. Let’s say you choose to test the placement of your call-to-action button. Let’s also say that the original placement of your button was hidden all the way at the bottom of your landing page. You are now able to develop a hypothesis stating that users might be more inclined to click-through to your website if the call-to-action button was placed closer to the top of the page.

Step 4: Run the A/B test

Congratulations, it’s time to conduct the A/B test! You’ve identified the problem, analyzed the data, and developed a hypothesis. At this stage, create a separate version of your landing page, implementing your new idea for the placement of your call-to-action button. Run an A/B test between the original version and the current version for the next 24 to 48 hours.

Keep in mind that if you are testing the placement of your button, the only thing you should change is the location of the button. Keep the design of your landing page the same so that you can easily pinpoint which version’s positioning performed better.

Step 5: Analyze the data

Once the A/B test is complete, it’s time to analyze the data and crown the winner. Take a look at the results and see whether or not the newer version of your landing page was able to drive noticeable changes. If it did, hooray! If not, you can try testing a different element of your page.

Once you have conducted the first round of your A/B test, you can repeat the process again to find a new “challenger” for your “champion”.


In the long haul, A/B testing can help ignite your digital marketing campaigns. It is a fantastic method for figuring out your promotional or marketing strategies. It also helps marketers make more informed decisions. It’s time to say goodbye to the good old guesswork and time to start digging deeper and analyzing the variables. Ultimately, A/B testing can help improve the ROI for your next campaign and you definitely won’t regret it.

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WSI was founded in 1995 and is an innovative digital marketing agency with offices in over 80 countries. We’ve spent over 20 years helping more than 100,000 companies and large global brands unlock the full potential of their business by leveraging the Internet and its many unrecognized opportunities. We’d be happy to help do the same for you and consult on your digital marketing strategy.  Simply give me a call or email me at rknutsen@wsiebizsolutions.net to learn more.