Top Three A/B Testing Tips

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The A/B test is a powerful tool we use at Fahrenheit Marketing to determine what converts users. Unlike most tests, it is painless since users aren’t even aware they are being tested.

During an A/B test users are sent to a slightly different version of a given Web page and their behavior is compared against the users on the standard site. On the new page, an element such as the content, layout, colors, etc. is changed. If the new version gets more conversions, it will replace the old page. If it does worse, it is quickly phased out.

It is important to test, but determining what to test can be tricky. A recent article provided tips on A/B testing, and we pulled out three that we think could help you.

1. Test All Best Practices

It is called “best” practice for a reason, but it may not be the best for your strategy. If you have the time and are in need of remarkable results, test out what you’ve always taken for granted as working and see what happens. Even test out your pages that are doing exceptional, and see if you can eke out even more conversions.

2. Test Appeals in Your Headline

The article stated that the number one testing commandment is to know your customer and knowing what appeals to them is part of that. Try to determine what benefits connect with them and test your biggest and best ones in the headline. For example, if you’re a dentist, you could test “Whiter Teeth Boost Self-Esteem” vs. “Whiter Teeth Make You Happier” and see which draws more conversions.

3. Wait Until the Test is Over

Don’t just assume your A/B test results predictions will be correct before the test is completed. The article explained that one single lesson you can learn from A/B testing is that it is difficult to predict results. Wait until all your results are in before making a change or keeping things the same.

At Fahrenheit Marketing, we never stop testing to ensure our clients are getting the conversions they need. To learn more about how A/B testing could help your business, contact Fahrenheit Marketing today.

Fahrenheit Profiles: Brian Gumz

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Next up in Fahrenheit’s employee profile series is Brian Gumz, one of our accomplished content developers. He was an intern at Fahrenheit and then after graduating from UT this spring, we loved his high-quality content writing so much he was hired on full-time. 

Fahrenheit: Where are you from?

Brian: Dallas, TX

Fahrenheit: Why did you choose to go to UT? 

Brian: I was accepted into a major called Plan II which allowed me to learn a little bit of everything and write all the time.

Fahrenheit: How did you get interested in writing?

Brian: I’ve been interested in writing since I was a kid. I also had an exceptional English teacher in high school who encouraged me to do more serious writing. 

Fahrenheit: Why do you enjoy content writing?

Brian: It’s a great way to learn about different topics and industries. Every time I write a blog post or content piece, I inevitably pick up something I didn’t know before. For instance, did you know that the APR (Annual Percentage Rate) you see on loans is a calculation established by Congress in the Truth in Lending Act of 1968? Neither did I… until last week.

Fahrenheit: What are your short-term and long-term goals for your writing career?

Brian: Well, I’m currently working on a novel which I hope to have completed in about a year and six months. After I finish that I want to start writing some short fiction set in Austin. However, that’s a long ways off and lots of things can change.

Fahrenheit: What do you do when you aren’t at FM?

Brian: I write almost every night during the work week. On the weekends I try to get out and enjoy the Austin nightlife, particularly the pub scene. I’m also a pretty big fan of Barton Springs and make it down there when I can.  

Fahrenheit: What is something about you that might surprise others?

Brian: Since I was in high school it’s been a goal of mine to see the caribou migration in Alaska. No joke.

Brian is just one of our many unique, skilled employees that uses his talents to bring our clients to the top. To learn more about how Fahrenheit Marketing can help your business, contact us today. 

Google’s (Not Provided) Organic Search Results Rises to Almost 40 Percent

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About a year ago, Google started using encrypting search by default for users that were signed-in to Google. A new study by Optify has shown that since the start of the privacy setting that the “not provided” rate of search results has increased by 171 percent to account for almost 40 percent of referring keywords to B2B sites.

“Not provided” is what Google Analytics shows when Google no longer reports a search term because of encryption. The study showed that 64 percent of companies analyzed in the study see 30 to 50 percent of their traffic from Google as “not provided.”

According to the study, SEO analysts are still able to measure companies overall SEO performance since the visit source is still organic search, but aren’t able to determine what keywords contributed to the performance. Search data is a large component that helps marketers learn about target audiences preferences, so the increase in “not provided” results is a huge challenge for marketers.

Since Google is not giving marketers as much data on what search terms are used to find companies, the study recommends using best practices such as creating relevant content and sharing content on social networks.

Fahrenheit Marketing doesn’t just rely on search terms for our SEO practices. Our strategy is to provide the best content and to share that valuable content with as many users as possible. This means no matter how far Google goes in withholding search terms, we will still be moving our clients to the top of search engine results.

To learn more about Fahrenheit Marketing’s SEO practices, contact us today.

Happy PPC Spending Over the Holidays

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As the holidays approach, so do more marketing opportunities as consumers begin their buying frenzies. A recent article about making good investments in PPC spending over the holidays aimed to remind everyone that PPC analysts should make sure their clients are getting the most for their money, especially during the holiday season.

The article recommended looking at competitors’ PPC data during the holiday season to determine if you should push new products or not. There are different tools we use to look at this data, such as SEMrush, which helps us analyze your competitors moves by looking at the proportional increase or decrease of advertising PPC budget that your competitor is allocating for their new products.

We can use this tool to see if your competitor is adjusting their budget and if they are bidding on a product keyword or not. This helps us try to determine why they may be bidding on that certain keyword and if we need to make adjustments as well.

If your competitor is spending more on a product that you aren’t selling and less on one that you do, then the article recommends that your company begin selling it so that you can take advantage of your competitor’s success.

It takes time and experience to analyze your competitor’s strategies and make the right PPC spending decisions for your company. To ensure that your company is getting the most out of your PPC campaign, especially as the holidays approach, contact Fahrenheit Marketing today and learn more about how our PPC strategies can help your company grow.

Who cares if you have a responsive web design?

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Who cares if you have a responsive web design?

Google does — and so should you.

In a Google blog post discussing the best ways to create a mobile presence that Google can easily crawl and index, Google’s number one suggestion was having a website with responsive web design.

Responsive web design means that your website can adjust and shift its content around to fit any size screen or screen resolution: tablets, smartphones, PCs, TVs, etc. With responsive web design you don’t need a separate mobile site from your website, so it makes everything simpler, especially for Google.

Google has been recommending companies to get responsive web designs so it can save its resources. If you have separate websites for each kind of device, it uses a lot of the search engine’s processing power to crawl it.

A responsive web design will also save you time and money when updating, changing or maintaining your site. Plus, it leads to higher conversion rates since each user can interact with the site with whatever device is at hand.

With one site, you also don’t have to worry about your analytical numbers being off in tracking true users. This leads to better marketing campaigns and again, more conversions.

If you would like to take a look at one of Fahrenheit Marketing’s responsive web designs, test out our site on your tablet or mobile device. Then contact us today to learn more about how you can get a responsive web design that your users — and Google — will love.