Testing Your Messaging and Value Proposition

Testing is the best way to measure the effectiveness of your marketing. This should not just be a one-time practice as you set up your value proposition and key messages, but rather an ongoing process. Here are some testing tools to add to your toolkit: 

Survey Existing Customers

Surveying your existing customers is a tried-and-true, cost-effective way to test the efficacy of your messaging and value proposition. You can learn exactly what your customers think of your marketing, and learn more about what they want from you as a company. Asking customers for their opinion has the secondary benefits of deepening your relationship with them and increasing loyalty. You show your customers that their opinions really matter by giving them a platform.

These surveys can be guided or open ended. There are loads of cost-effective survey providers, including Survey Monkey, Typeform, and even Google Forms

User Testing

Maybe you’re just getting started as a business and don’t yet have enough customers to survey. Or maybe you want to see how your marketing performs against a broader audience of people who don’t already know about your company.

User testing involves exposing your messaging to real people and observing how they respond to it. This can take the format of session recordings, one-on-one interviews, or even something as complicated as lab experiments (which we don’t recommend!). 

Setting up a user test is fairly straightforward. Tasks will be created for the user to complete while being asked questions. The researcher conducting the experiment will take note of any issues or confusion that arises from the participant. 

Maze is an affordable option to run user tests with the general public. Wynter is a slightly more expensive option that’s a little more of a Do-It-For-Me service with a tighter target audience.

A/B Testing 

A/B testing refers to running a controlled experiment where two different versions of a single variable are shown to visitors at the same time. (For example, alternate versions of two page headlines, or alternate placements of a call-to-action button.) 

The goal of an A/B test is to measure which version leaves the greatest impact on your customer by analyzing which version drives business metrics positively. 

You can run an A/B test as part of a survey or user test, but they’re typically used “in the wild,” with real-life visitors to a particular web page or even an entire website.

The metrics you track are up to you. For B2B companies it is most common to track the effectiveness of a particular message at acquiring a lead, or moving a prospect to the next stage of a buyer’s journey.

We recommend Google Optimize to help you run A/B tests.

Pay-Per-Click Advertising

Pay-per-click or PPC is a type of marketing where you are essentially buying traffic to your site. You pay a small fee every time one of your ads is clicked. 

The most common way to do this is by bidding for ad placement on sponsored links on search engines such as Google when someone keyword searches. 

This will allow you to measure the effectiveness of your ad headlines and text copy based on the number of clicks each ad receives (or potentially even how many leads the ad generates if you set up your ads with conversion tracking on your landing pages).

The most popular advertising system to conduct this is Google Ads; Microsoft Bing Ads are usually even more cost effective, though seen by a significantly smaller audience.