Williams Randall Wins WhichTestWon Testing Award
INDIANAPOLIS - Williams Randall Marketing received a 2014 Silver Ribbon Award from WhichTestWon for work the agency did on behalf of AAA Hoosier Motor Club. The pay-per-click campaign tested both search engine marketing (SEM) and an online landing page to help AAA Hoosier Motor Club make a better investment with its online advertising.
AAA Hoosier Motor Club hoped to use the Internet to attract customers to its travel agents and travel-planning services. Williams Randall devised the online advertising tools to attract potential customers to a landing page, where they could then contact AAA to schedule a travel planning session with a AAA travel agent. To learn what best motivates potential customers to request information, Williams Randall tested messages including a free offer against others that did not include the free offer. The results were astoundingly one-sided, with the no-offer version garnering a 74% higher success rate.
"We like to include tests in any work we do so that we can help our customers find the most success with their advertising dollars," said Chief Operating Officer | Director of Online Services Joy Cropper. "In this case, we were able to see very clear, and surprising, results early in the campaign so we could make changes and be more effective for our client."
Cropper will present a session titled "How to Create Smart Landing Pages" during the April 8 meeting of the Indianapolis American Marketing Association, an event open to both members and non-members. More information is available at indyama.com.
WhichTestWon is the #1 online weekly publication on conversion optimization, A/B tests and multivariate testing. The Williams Randall test is discussed in the Case Studies section of the publication's website, whichtestwon.com (open access until March 7). More information in the case studies section of the Williams Randall website.
About Williams Randall Marketing
Williams Randall is a full-service market-communications agency focused on delivering creatively fresh, strategically sound, measurable marketing programs for its clients. With offices in Indianapolis and Terre Haute, Ind., Williams Randall works primarily with Midwest clients in a variety of industries: tourism, education, entertainment, consumer goods, health care and financial services. Find out more at williamsrandall.com.
CONTACT: Gerry Randall, 317-972-1234 ext 205 or 317-416-9101