Every company, team, and test is unique, but you don’t need to create a strategy from scratch. Here’s a framework for testing that you can tailor to your needs.
Prioritization
Testing can be hard to prioritize compared to more predictable projects, but that doesn’t make it less important. For fans of the Eisenhower Matrix, treat testing as “important but not urgent” and schedule time for it.
When deciding what to test, it’s easy to get bogged down by uncertainty about potential outcomes. This stage is nuanced and subjective, but these tips can help:
Stay goal-oriented. Focus on your business objectives. Avoid tests that don’t align with your goals.
Collaborate. Gather a team to brainstorm and debate ideas. Diverse perspectives can highlight promising opportunities and filter out weaker ones.
Seek cross-functional wins. Look for tests that support multiple goals. For instance, choosing a visual medium for testing might also provide insights for an upcoming website redesign.
Investment
Deciding how much to invest in a test without knowing the outcome can be challenging. Here’s how to approach it:
Leverage precedents. Use similar case studies or channels you’ve already used to set reasonable expectations.
Embrace learning. Testing is about gaining insights, not guaranteed financial success. Shift your focus to value the knowledge gained.
Set financial boundaries. Balance your budget by investing enough to yield meaningful results without jeopardizing stability. Remember, testing is a tool for learning, not a gamble for instant success.
Measurement
Your business goal should guide your approach to measurement. To ensure meaningful insights, keep these points in mind:
Measure incremental impact. Avoid relying on ad networks’ broad attribution claims. Design your tests to capture conversions directly influenced by the test.
Consider out-of-channel effects. Acknowledge that tracking limitations mean your test may generate unattributable value. Consider calibrated testing methods to address these blind spots.
Use cohort analysis. If there’s a delay between engaging prospects and converting them, align your KPIs with expected timelines for clearer insights. Also recognize the latency to value may vary by source channel. A high-intent channel like search is likely to convert faster than a display or social channel.
Apply statistical rigor. Use statistical tests to quantify the impact and confidence level of your results.
Iteration
Testing doesn’t end with one successful experiment. Results are influenced by specific conditions and timing, so ongoing validation is crucial. Use your findings to optimize, expand, and inform future tests. In digital marketing, continuous testing ensures positive growth and keeps you ahead in a dynamic landscape.
Even the best test won’t be perfect, but that’s part of the process. Keep iterating to drive progress over time.