Step by step testing – our methodology

Test your idea

Setup of a potential market analysis includes:

  1. Determining the industry or market segment the idea will target
  2. Finding the right search terms that are most likely to return the best conversion rate
  3. Creating a landing page to capture visitor behaviour – and possibly give them the option to subscribe for later service notification

We run a pay-per-click (PPC) campaign to drive traffic to the landing page and provide regular updates of the online activity.

You decide how much you want to spend on the PPC campaign. We’ll set a daily budget and a maximum number of days.

At the conclusion of the survey period, we provide a full analytics report and offer recommendations as to the best course of action with the proposed business venture.

Improve your decision-making capability

You might also like to consider untertaking an online competitor analysis.

The research methodology

Our web analytics methodology is a sis stage process. Obviously, the research project will not and cannot test all methods of online promotion. There is an emphasis on pay-per-click promotion as “organic” promotion via search engine listings and the like will only occur over prolonged periods of time, and at best, are unpredictable. The objective of this exercise is to determine if, using predictable means, the new product or service has a potential, reachable, affordable market…within a definable period of time.
At all times, we endeavour to abide by the Australian Market & Social Research Society Code of Professional Behaviour.
We are also a Member of the Web Analytics Association.

Target market and demographic considerations

Our trained marketing professionals will discuss your perceived target market and the demographics of those you want to attract with your product and/or service. This will assist in developing a landing site for potential visitors that are driven to respond to the promotional campaign.
In most cases, you can obtain detailed information from your marketing plan. However, given that we’ll be bringing an external perspective to your considerations, there is a strong likelihood that you’ll obtain additional useful suggestions from this initial stage.
Having discussed your target market in detail, we can move on to determining appropriate optimised keywords and phrases.

Selection of keywords and phrases

Perhaps the most critical part in the process is deciding upon an appropriate range of keywords that can (a) be tested for search frequency, and (b) are likely to be searched by the desired target market.
We use various means to generate and settle on a final keyword and phrase list. Of course, we can’t guarantee that this list will necessarily hit the target market, but through consultation with the client we endeavour to find those keywords that most closely approximate both the lexicon of the market, and are known to already be commonly searched for by the online community, using conventional search engines.

Design and building of online advertisements

When we know the keywords we’re targeting, we turn our focus to developing online advertisements that will catch the eye of the target market. Its one thing for a person to be searching using the keywords, but its another thing altogether to actually catch their attention through all the online information that is then bombarding them.
We have experience in phrasing online textual advertisements that stand out amongst the crowd. Also, we can develop image-based advertisements that can provide an added dimension to the online campaign. The image-based advertisements can also reflect the look and feel of the landing website.

Design and development of a landing website

The look and feel of the “landing website” needs to reflect the expectations of the website visitors that are attracted to the site, both from the keywords they used in their search, and the online advertisement they clicked on that attracted their attention.
We develop an interactive landing page that can either include the client’s corporate or brand identity…or completely conceal it, depending upon the client’s research objectives and desire for anonymity.
The landing site will usually incorporate the following pages:

  • A “Home” page that outlines the product and/or service being researched. This page usually also includes a number of options that the visitor will (hopefully) choose from. If no options are chosen, and the visitor simply hits their web browser “Back” button, the visit is recorded as a “Bounce”;
  • A “Thankyou” page in the event the visitor decides the product/service is either (a) not what they are looking for (b) of interest, but they wish to proceed no further, or (c) they complete the entire research process; and
  • A “Survey and Registration” page that gives them the option of completing a short survey and registering to be informed of later developments relating to the product/service.

Undertaking the promotional campaign

Once all promotional items are in place, we proceed with the online marketing campaign.
Initially, the cost of attracting individual visitors to the landing website is unknown. The choice of keywords will be a determining factor. The first few days will involve some “fine tuning” of the keyword selection. Potentially removing those that are not performing sufficiently, and adding additional appropriate keywords as required.
The objective is to obtain sufficient visitors in total (and potentially also “non-bouncing” visitors) to achieve statistical significance of market research results.

Reports and recommendations

At the conclusion of the research and data collection period, we collate results and perform a statistical evaluation in order to present useful results, from which can be drawn practical conclusions.With few exceptions, these conclusions, based upon the tested product/service, will include:

  • The most appropriate keywords and phrases for future promotional effort, in the event the “idea” goes to full development;
  • The number and/or proportion of the online community that might be interested in the final product/service, should it proceed to full development; and
  • The cost associated with attracting each new interested visitor to considering the product/service. This can be further extrapolated to determine the break even point (and other similar marketing measures) of developing the product/service and promoting it online.

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