Why testing is a marketer's most powerful tool

by WarriorForum.com Administrator
6 replies
A new article on Martech.org reports that testing is much more complex that it seems, but focus on the insights and not the results.



Are you running tests in your marketing? If not, you should be. If you are, you're probably not getting the full value from your testing. Testing is the single most powerful tool in a marketer's toolkit. For too long, testing has been misunderstood and underutilized by marketers.

If you want to determine which approach works better, testing is the obvious approach. Through experimentation, we can statistically prove which messaging, creative or page generates a better response and increased sales.

The power of testing isn't limited to the tactical level. Understanding and applying testing at a strategic level will transform how you approach your marketing and can unlock the ability to drive consistent and predictable growth.

Testing is misunderstood

There's a testing gap in marketing. The reality is most marketers have zero experience with testing and experimentation. And the few who know something about testing have learned about it second-hand, from blogs and videos.

There's nothing inherently wrong with educational content that's freely available online, but there is, unfortunately, a plethora of misinformation about testing. A quick Google search about testing will lead you to advice suggesting that a "good test" could be as easy as comparing a red button versus a blue button.

Don't fall for the trap. Testing is much more complex. There are two big challenges with testing: deciding what to test and interpreting the results correctly. Both are essential, and many experienced marketers still incorrectly do one (or both). Every test you run takes effort, resources and time. That means every test has both a tangible cost and an opportunity cost. In short, testing is expensive.

To maximize the impact of testing, you must prioritize your tests, focusing on the experiments that will produce the greatest result in the shortest time. This is where deciding what to test matters--a lot.
#marketer’s #powerful #tool
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  • Profile picture of the author yeyvasil
    Such a truth! It is very difficult to find a truly marketer-practitioner in the market.
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  • Profile picture of the author GordonJ
    Thanks, good stuff.

    Here at the WF, we often see someone come to us with their great idea, or business and ask our opinions.

    But often, they don't want to hear them.

    They really want confirmation, or people telling them what they want to hear.

    When a few of the experienced Warriors, throw some cold water their way, they disappear, not wanting to hear the negative (in their minds).

    And it also goes to pollsters and testers. A polling company is hired to get results, but they often skew the poll in the direction which favors their customer.

    An example of this is a very lucrative contract with Gov't., like the VETERAN'S ADMIN in USA, they love to send out polls, and probably pay huge money for them.

    The company, under contract, likes to keep their contract, so the results and the poll itself are set up as to always favor the VA, to tell them what a good job they are doing, no matter what the veteran really thinks, because of the poll design.

    Just be careful about TESTING with a bias, looking for the results you want, always throw a couple of critics or experienced people in there to avoid the smoke that often gets blown up our skirts.

    Like the article says, know what you are testing for. Make sure you are testing the right things.

    One of the better articles you have linked to, thanks.

    GordonJ


    Originally Posted by WarriorForum.com View Post

    A new article on Martech.org reports that testing is much more complex that it seems, but focus on the insights and not the results.



    Are you running tests in your marketing? If not, you should be. If you are, you're probably not getting the full value from your testing. Testing is the single most powerful tool in a marketer's toolkit. For too long, testing has been misunderstood and underutilized by marketers.

    If you want to determine which approach works better, testing is the obvious approach. Through experimentation, we can statistically prove which messaging, creative or page generates a better response and increased sales.

    The power of testing isn't limited to the tactical level. Understanding and applying testing at a strategic level will transform how you approach your marketing and can unlock the ability to drive consistent and predictable growth.

    Testing is misunderstood

    There's a testing gap in marketing. The reality is most marketers have zero experience with testing and experimentation. And the few who know something about testing have learned about it second-hand, from blogs and videos.

    There's nothing inherently wrong with educational content that's freely available online, but there is, unfortunately, a plethora of misinformation about testing. A quick Google search about testing will lead you to advice suggesting that a "good test" could be as easy as comparing a red button versus a blue button.

    Don't fall for the trap. Testing is much more complex. There are two big challenges with testing: deciding what to test and interpreting the results correctly. Both are essential, and many experienced marketers still incorrectly do one (or both). Every test you run takes effort, resources and time. That means every test has both a tangible cost and an opportunity cost. In short, testing is expensive.

    To maximize the impact of testing, you must prioritize your tests, focusing on the experiments that will produce the greatest result in the shortest time. This is where deciding what to test matters--a lot.
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  • Testing is very important, and sometimes it leads to inconclusive results. For example, i recently ran a Google Ads campaign targeting the top 5 tier one countries, versus countries that would be considered the next best option. My results thus far shows that my conversion rate and cost per lead is incredibly higher with the 2nd best option countries, than with the top 5 tier one countries. I have no idea what to make of this. I get the same results here on WarriorForum when i run banner ads. Great conversion rates, but the subscribers are from around the world, rather than from specifically Canada and USA. Anyone care to input as to why this is?
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  • Profile picture of the author talfighel
    Tracking is very important. One thing I track mostly now is where I am getting my leads from. I have multiple opt in pages (same copy) from different sources and in Aweber I know where each lead came from. That way if I get a sale or someone new in my downline, I know where they came from.
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  • Profile picture of the author spartan14
    Well tracking its the right way to go .This saves you a lot of money that tou lose on advertisment etc
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  • Profile picture of the author oppyeaunome
    Testing and tracking is how you learn online I totally agree. Gathering information is easy the hard part is putting that information into action and seeing what happens. This is the fun part of building an online business. Doing and seeing what happens.

    The more action you take, the more you learn what works and what doesn't. With this information you're in a position to take more calculated actions. It's the only way to truly know what works. The information you learn may tell you one thing and you might probably get a different result in the real world.

    The only way to know is to do and see where it goes. Test-->Track-->Repeat!
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