It is no surprise that consumer behavior determines how we do business. If the public likes something enough, they will buy it. If they do not, sometimes no amount of marketing can win them over. Each product has to be carefully tested to ensure that the public will respond to it. Otherwise, it would be easy to throw thousands of dollars into a product that is simply not what the public wants. The question becomes how does Diray determine that?
As you might imagine, Diray has seen a multitude of products over the past three decades and we have a very developed sense of what items customers will be interested in and which ones they will skip. However, our experience is only one part of the equation. We also have a series of tests we conduct before marketing an item. One of the ways we do that? Web testing.
At its core, web testing is a predictive tool that determines a product’s viability to go to the next level. Through a series of email deployments, consumers are directed to a branded website to learn more about the product and ultimately decide whether to purchase it. Based on that consumer response, Diray recomends how the client should move forward.
For example, imagine we have a widget that can do something no other widget can do. Based on our experience, Diray has a strong sense that the public will love the widget. However, we need to be sure before we invest too much in it. That is where web testing comes in.
Why Web Test First?
The benefits of web testing are numerous. First, it is relatively inexpensive. We could easily spend $50,000 or more on a commercial to see how the public responds to the widget. Instead, we invest a few thousand dollars to get a pulse of consumer reaction. If consumers respond, it proves there is interest and we know to move forward with the next phase of testing.
Web testing also gives us a quicker answer to the consumer’s interest. Commercials can take months to produce and air. That is a lot of time and money to determine whether a product is going to appeal to the buyers.
In contrast, a complete cycle of web testing takes much less time, meaning we can move to the next testing phase that much faster. In a world where consumers’ tastes change quickly, time is of the essence. Web testing enables us to be nimble and respond to changing interests, getting our widget into buyers’ hands. The web test also gives us insights to the consumer, which can help make a future commercial for the widget stronger.
How it Works
We start by looking at the target audience—the people most likely to be interested in this product. Is our widget intended for men or women? The answer determines our test group. We will send this test group an email about the widget to see how they respond.
The email contains an offer and call to action to pique their interest. We send the email out and watch several key metrics carefully to determine whether the marketer/inventory should take the campaign to the next step.
While other companies offer web testing, Diray’s 30-year direct response history gives us the significant advantage of experience and expertise. We have learned the fine art of what to look for and how to set benchmarks that set the stage for success. Our experts have extensive knowledge and have web tested multiple brands over the years. That knowledge and experience, combined with our carefully crafted benchmarks, positions Diray to have a strong sense of a product’s marketability beyond the initial testing phase.
Once we see the results come in, Diray has the confidence to decide whether to move forward to the next phase of testing for our widget. Of course, web testing is only one market research tool in Diray’s arsenal, but it is a crucial one.
If you have questions or would like to learn more about Diray’s proven process of web testing, please reach out to us. We’d love to hear from you.
During our 30th anniversary year, Diray will feature blogs that look at where we have been, where we are, and where we think the industry is going.