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Ask any web designer or developer about email designs. And they’ll tell you that this landscape is far behind as compared to their field. One of the reasons behind is that email clients have not optimized quickly to the changing digital design landscape. For example, they didn’t catch up the rise of responsive design.

Here’s what the advertising mastermind, David Ogilvy, had to say about testing: “Never stop testing, and your advertising will never stop improving.”
He was an adamant believer of testing. He emphasized on its importance multiple times. David even said that “The most important word in the vocabulary of advertising is TEST.”
But why am I talking about test a lot? That’s because I’m going to talk about impressions, that are crucial in testing and looking at the results.
As you know, here on the Blue Waves blog, you’ll find all things digital marketing. Whether you want to learn about SEO or social media marketing, it’s your one stop resource for everything digital. Today, I’m touching an important topic: What is an impression? It will help you in different aspects of your marketing.
Get ready to learn and dive in!
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Schedule a consultation todayWhat Is An Impression?
Whether you call it an impression or a view-through, it’s when a user sees an advertisement. Don’t confuse it with engagement. That’s a different thing. An impression happens when a user opens an app or website and an advertisement is visible.
Impressions vs Clicks
The difference between these two metrics is kind of obvious – it’s in the name. The impression is just related to viewing the ad. On the other hand, an engagement, or a click, happens when the user actually follows through and clicks on the ad.
I know, you might be thinking, “Engagement seems like the real deal here. Why is he talking about impressions?” I agree but impressions have their own importance. Let’s talk about that.
Why Are Impressions Important?
There are many reasons why impressions are important in social media marketing. The first reasons is that it will help you understand the results of many ads. Mostly, you are charged for an ad on a Cost per Mille (CPM) basis for every thousand impressions.
Given that a popular method of purchasing advertising is by the number of impressions an advertisement generates, advertisers should know how many impressions a CPM advert generates to understand campaign cost.
Apart from understanding costs, it simply helps you with understanding the outreach of your ad. It provide a simple representation of how many people are seeing ads within a particular channel. It’s a simple number that tells a lot about how far an ad channel really reaches.
Not only that, but it also helps with other marketing metrics too, such as Click-Through Rates (known as CTR). Together, these metrics will let you know how your campaign is performing.
Reach, Impressions, And Your Marketing Strategy
We put great emphasis at impressions, including other metrics. Working with us, you’ll get results both in the form of impressions and clicks. That’s why we would like you to go beyond definitions and see what they mean for your marketing strategy.
Know Your Product
Know your product first. It’s obvious. No business owner, marketer, or writer should proceed with any form of marketing without knowing their subject. That’s a surefire way to get in trouble. It’s a great way to be an unreliable brand.
Being an expert is probably the best way to create trust. And if you come across as someone who doesn’t know what he/she is talking about, you’re headed for trouble.
Know Your Audience
Next up, we have another important part that marketers forget. It’s not as lethal as the above one, but it still has its cons.
To have a chance at great success, know your reader. Place yourself in their shoes. Ask yourself, “Would my content help me sell the stuff if I met the buyer in person?” “Or more importantly, would I buy it if someone sold it to me?”
So the more you know about your audience, the more it will increase your reach. And a greater reach means increased awareness. What business would not want to extend its reach to as many customers as possible?
But again, targeting your specific audience is the key here. For example, 20,000 people see your ad. But if only 1,000 are your ideal customers, the resources spent on others are kind of wasted.
So don’t be a brand whose messages get ignored. Your message should get to your target audience with full force.
In addition to that, see what part of your content people share, retweet, or reply to. This, again, will you extend your reach.
Monitor And Analyze Engagement Metrics Regularly
Like I said above, monitor your analytics. These things help you out immensely. They will help you understand different things, including the fact that how well are you getting in front off your intended audience.
See a spike in your impressions? That may be an indication that your content is getting into people’s feeds. Whatever social media you’re on, the content is more likely to be working for it. Learn from these efforts.
If not, optimize it for the platform you’re using. Check how you share your content.
Also, work on increasing the number of actively engaged fans in your community for that platform. You’ll see an increase in the impressions as soon as people start sharing your posts within their network.
Metrics And Blue Waves Digital
At Blue Waves Digital, we put metrics like impressions back into digital marketing.
In a world full of noise, people forget that the real results are shown in the form of these simple metrics, not some crazy numbers even a mathematician would have a hard time understanding.
So we make things simple. We work on numbers that matter to you and your audience!
Let’s discuss your next success story!

Research is an important part of marketing. But your success does not entirely depends on it. You have to dig deeper. You have to find tools and methods that will help you get positive results.
That’s where A/B testing comes in. It helps you calculate the best marketing strategies for your business.
Website copy, sales email, landing page design… You name it! It can be used to test a lot of things. The best part is that you save money. How? By finding the best-performing version of your campaign before spending your entire budget on marketing materials that don’t work.
I know what you’re thinking? Another time-consuming method. I agree. It’s time-consuming. But its advantages are enough to offset the time investment. Overall, your marketing efforts will be empowered.
Need Help with Email?Take advantage of our 100% Free Consultation for a limited time bellow:
Schedule a consultation todayWhat Is A/B Testing and Why Does it Matter?
Did you know that a little change in a headline can bring you around 5 to 10 times more results? But how would you make that change? And how do you compare the results? A/B  testing is at your service.
You can pit two different versions of a website, advert, email, popup, or landing page against each other. The goal of this marketing strategy is to find out which version is more effective.
Let’s take a couple of examples. If you have a popup on your website, you may want to create a second version of it to see which one drives more webinar sign-ups. Similarly, you might have two different Google Ads to see which one drives more purchases. In both of these cases, A/B testing will help you. It will give you key insights that can be used to take decisions.
For example, a top digital marketer, Neil Patel, A/B tested the popup on his site. The goal was to find out what encouraged users to engage with his company. For him, it was offering a free website analysis. That appealed the most to his audience and was the most effective way to establish expertise. By applying this method, he found out which header would be more impactful to keeping users on his site.
How Does A/B Testing Work?
You randomly show two versions of the same asset. It can an ad, a website, a popup, or an offer. Pay attention to the word “randomly” because that’s how you get more accurate information.
One version is already in use. The second version gets a slight tweak in it. Multiple elements can be tested. Tut you’ll find it difficult to see results that way.
Let’s take the example of a call-to-action button. First, you’ll show half of your website visitors a blue “buy now” button. The other half visitors will be show a red “buy now” button. Then, you’ll wait some time (around two week). Then, it’s time to compare the results and see which color brought more conversion rates.
Why Is A/B Testing Important?
To maximize the results of your campaigns! Here’s what marketing legends have to say about testing:
“Never stop testing, and your advertising will never stop improving.”
— David Ogilvy
“Tests are important and help us understand our customers. Good selling is based on good testing.”
“Almost any question can be answered cheaply, quickly and finally, by a test campaign. And that’s the way to answer them — not by arguments around a table.”
“It is not uncommon for a change in headlines to multiply returns from five to ten times over.”
— Claude Hopkins
These tests can boost your return on investment. The data gathered from these tests help you figure out what’s working and where to put more efforts.
Let’s say you put $1,000 on an ad campaign without testing the ad copy. If a little tweak in the copy can three to four times results, why wouldn’t you run a test?
This might seem like a hypothetical situation. But if you do it consistently, you’ll see an improvement substantially. The knowledge of what works and what doesn’t is a huge factor in the marketing decision-making process. A/B tests empower you with that knowledge.
Let’s look at a few more benefits of this method:

You get to know your target audience: A person without the knowledge of their target audience has nothing to do with marketing. They may excel at another field. But marketing is not for them. With A/B testing, one gets insights into who your audience is and what they want.
Higher conversion rates: These tests can help with what types of emails, headlines, and other features your audience responds to. It’s probably the most effective way to increase conversion rates.
Stay on top of changing trends: You can’t guess what people will respond to. Stop the guess work. Get down to testing.
Reduce bounce rates: If people like what they see, they’ll stay on your site longer. That means low bounce rates.

A/B Testing Checklist to Get Started
Here’s an A/B testing checklist to review before running your first test:

Decide what feature you want to test.
Create two versions of the same ad, landing page, app, etc.
Decide how long your test will run. I suggest at least two weeks, but it may be longer or slightly shorter depending on your traffic and industry.
Choose a testing tool to help you run your test (more on that later).
Launch!
After a couple of weeks, take a look at the results. Which version won?
Rinse and repeat. A/B testing is most effective when done continually.

So do you consistently run A/B tests? If so, how effective are they in you experience? Let me know in the comments below!

Every web owner wants to make a great first impression, impress their audience, and attract more traffic. To achieve that goal, they opt for the best design for his/her website. Even though it’s a known fact that a well-designed web will make a great first impression, it also promises to help increase your impression rate by 94% and further increase your sales rate by a greater ratio. A well-designed web has the power to convince a visitor to become a potential customer, which provides just the catalyst you need to boost your business. A good web design is one of the most efficient tools you can use to grow your conversion rates and your business overall. Everything starting from the logo to your marketing brochures should be precisely designed in order to impress your visitors. That will benefit your business in every way possible. Poor design can be the cause of the low ratings and no impressions. Need Help with Email?Take advantage of our 100% Free Consultation for a limited time bellow: Schedule a consultation todayHere’s How Web Design Can Improve Your Sales Statistics are a far better way to explain the impact of a well-designed web on your overall Business platform: Web Credibility 75% of people or visitors take one look at your website and decide if you are credible or not, just based on your design. So, it’s advised to keep your website up to date so that visitors find you trustworthy and not get scared away. Working to better your website design will further help you increase the credibility of your site. A unique, well-explained website makes people feel welcomed and comfortable. That will result in them further browsing the website and can lead to purchasing from your business. Increase Competition Almost 89% of people shop from a competitor’s website after facing a poor user experience. When your website is poorly designed visitors will not stay on it. They will get bored and eventually leave your site and end up on the competitor’s website. You are not only losing potential customers; you are losing the competition. Visitors usually look for a positive and welcoming environment while shopping or browsing. People engage with a website more, who deliver the experiences they want. This can be achieved by paying a little more attention to the website design. Decrease Engagement If your website is not visibly appealing or attractive, people will stop engaging and instantly leave. When it comes to online business and website designing, impressing your audience is your topmost priority. An average of 62% of people leaves a website if they don’t find it visually attractive. In that case, you would want your website to stand out and catch the visitor’s attention. As I stated earlier, that lack of potential in the website’s design will bore your audience away. So, to remedy that, all you need to do is Invest in your website (professionally), this will help you drive in more sales, increase your conversion rate and grab the attention of the visitor, which will result in increasing overall website engagement. 5 Website Design Tips to Generate More Sales Now the most important question is “what can I do to improve my web design?” To answer that, here are 5 Website Design Tips you can use to generate more sales. Integrate responsive design Now that you understand the importance of web design for improving your sales, you can understand how important it is for you to have a functional site. The question is, “how responsive design works?” Let’s say, person A is accessing your website on a mobile phone while person B is accessing via a laptop. Your responsive design will ensure that the site adapts to fit according to the screen requirement of person A and person B. A lot of people buy and browse websites using their mobile phones. And when your website is mobile responsive, 37% of all people are more likely to purchase from it. So, to cut a long story short, a responsive website will help your sales to increase and expand your overall business horizon. Use CTAs properly Your page will stand out and improve if you use your CTAs wisely. One way to make sure your CTA stands out is to avoid using the generic ones that everyone uses and create your own. Your sale will increase, and you will have a greater success margin overall. By using well-designed CTAs, your audience will easily find the product they need and engage more. That will eventually lead to increasing your sales. Create an organized navigation If you are still wondering what more can you do to improve your sales, you should add the crucial aspect of web designing; organized navigation. Everyone likes getting things done easily. Navigation will provide your audience the ease they need, and they will engage more and find the product or service they require much faster. That will make them more likely to purchase something and become your customer. High-Quality Visuals Another tip to improve your web design and increase your sales is using high-quality visuals. Attractive visuals are crucial to keep your audience interested and increase engagement on your page. Using blocks of text on your page will only scare your audience away. People don’t like reading blocks and blocks of texts. So, if you have written walls of text, your visitor will feel overwhelmed and leave. Similarly, make sure that you use high-quality visuals and product images it will enhance the overall outlook of the website. Unclear data and poor-quality visuals will make your website look shady and untrustworthy. Use whitespace If you want to increase your sales and improve your web design, whitespace can prove to be very useful. As I have mentioned in the heading above, people get bored and scared away when a website is filled with walls of texts and a bundle of images. This overload of data and content will make your website seem overwhelming and kind of distracting. Using