Conversion Rate Improvement

Discovering the "Next Big Thing"

Occasionally, it is a good idea to consider a completely new direction for your creative or offer. This gives you the opportunity to try out completely new ideas, and possibly discover "the next big thing."

Over time, the world evolves, and we learn. The world we live in constantly changes. As it does, what motivates consumers changes too. Your marketing message that worked for a long time may stop working. As people age, they react differently to messages. An entire population that was never on your radar screen become prospects.

As time progresses we also learn. We learn more of what works. What motivates people. We get better at doing things well. And our prospects learn too. If you are in a rapidly evolving market (and who isn't these days), you can watch this happen. Your customers get smarter every day. They learn what works and what doesn't.

These are powerful reasons to occasionally try a brand new direction... Change your offer... Create a new promotion... Switch up your creative.

There are many different ways to try something new. To get more ideas of how to vary your direction, see To really improve your results, you have to know what to test When you do test a new direction, take a conservative stance!

It is normal to become enamored with your new effort. As you brainstorm, write copy, or design the layout, you may begin to feel over confident. This is normal. Do not test the new offer more aggressively than you should.

Set the new test to a minimal rotation percentage, perhaps only 10% or 20%. It will take time to see how well it works, but you will not risk current results. Many a marketing expert has been made to look like a fool, when their "hot new tactic" failed miserably.