Incrementality testing in digital marketing is the measurement difference of efforts to identify how well a specific tactic worked. For example, if you made UI/UX design changes to Page A and want to know how well this change impacted traffic, conversions, revenue, impression share, etc., An incrementality testing report would give you the facts. However, incrementality testing can be utilized across many different types of changes, not just design UI/UX.
Running a marketing department where 10’s or hundreds of changes are made across different web pages every month can be extremely taxing to analyze yourself & out-of-the-box tools like Google Analytics and GSC don’t currently have this functionality themselves. Incrementality testing will identify what tactics, efforts, and resources have worked and which haven’t – to what degree. Below are some popular options our clients are finding helpful to improve their marketing department efficiency & results.
We can measure any value found in Google Analytics or Google Search Console at the landing page-level.
As soon as your website changes are consistently tracked in pre and post-performance, we start to identify trends. As these trends develop, you’ll find it much easier to dictate which strategies, vendors, tactics, and efforts should be focused on to reach maximum KPIs & which should be reduced to maximize efficiency.
Mathew Bojerski is the founder of Convert 4, a team of specialists improving
website’s traffic sources, improving landing page conversion rates, and driving hidden revenue.
Our clients earned over $250m in online revenue in 2022. Mathew currently leads strategy, new tactic implementation, and consulting across our agency. With eight years in consulting and running several experiments each month, he applies these learnings to bring our clients incredible results at the enterprise level.
“Mathew would be an asset to anyone looking to grow organic traffic and conversion. But I’d especially recommend him if you’re looking for a holistic strategy with creative solutions at its core. Pro tip: for instant bonus points, send Yoda memes.”
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