Grow Your Leads with Multichannel Marketing

What is multichannel marketing? Is it the latest ‘buzz’ word? More marketing ‘fluff’? Another new term to confuse? Or is it actually a clever way to describe the marketing of today?

In this blog post, we will look at the importance of mobile optimisation & A/B testing in multichannel marketing.

The importance of mobile optimisation

A responsive website is a website design that allows your website to adapt to the size of any screen it is being viewed on. That means that your content can be viewed on say, a desktop, phone, or a tablet etc and users won’t ‘notice any difference’ in your site’s general appearance on their screen.

Mobile has become the primary device used to access websites. The number of mobile surfers has surpassed the desktop users, but this didn’t come as a surprise because, as far back as 2015, Google said that more searches were conducted on mobile as compared to any other device category. Google indicated mobile friendliness as a ranking factor in April 2015, and since then, everything on the Web is about mobile. Provided that, Google announced to index mobile-first on November 04, 2016.

Below are some statistics to show how important mobile optimisation really is for businesses:

  • Mobile devices are projected to reach 79% of global internet use by the end of 2018
  • 57% of internet users say they won’t recommend a business with a poorly designed website on mobile
  • Nearly 8 in 10 customers would stop engaging with content that doesn’t display well on their device
  • 17% of small businesses with a website do not even have mobile friendly websites
  • 83% of mobile users say that a seamless experience across all devices is very important
  • As of Q2 2017, smartphones hold a 57% share of all retail website visits

Therefore, not having a responsive website is no longer an option if you want to attract customers and beat competitors.

What is A/B Testing

A/B testing (sometimes called split testing) is comparing two versions of a web page to see which one performs better. You compare two web pages by showing the two variants to similar visitors at the same time. Consequently, the one that gives a better conversion rate, wins.

A/B testing allows you to make more out of your existing traffic. While the cost of acquiring paid traffic can be huge, the cost of increasing your conversions is minimal. Therefore, the Return On Investment of A/B testing can be massive, as even small changes on a landing page or website can result in significant increases in leads generated, sales and revenue.

Free Webinar

Join us in this webinar on the 1st of March to discover how to get your customers to take the action that you want, via the channels of their choice. To reserve your free place click here.

What you will learn in this webinar
  • The digital marketing value journey
  • The difference between owned, earned and paid
  • Multiple lead funnels
  • What are integrated lead funnels
  • How to build landing pages, post entry pages and auto responders that entice people to enter in their details
  • The importance of mobile optimisation
  • What is A/B testing
  • What information you should track to ensure success


Written by Juudit Breakey – Marketing Intern at Zymplify

Juudit studied Information & Social Computing in University College Dublin. Since graduating she has worked as a digital marketer for a jewellery brand in Dublin. Having recently moved to the North Coast she now helps out in the marketing department in Zymplify.

In her spare time, she enjoys photography, creamy flat whites and getting on planes to discover new places.