Marketers are beginning to understand the value of testing but still so few are doing so. This post is a summary on building a testing environment within your org (beyond simply purchasing the platform) and best practices for the tests you will run.
This is from a session I moderated at OMS San Diego. The top 8 suggestions come from the discussion between all of us. The contributors can be followed on Twitter at Brooks Bell, Eric Hansen and Allison Hartsoe.
8 Suggestions for Best Practices for Testing:
- It’s a bad idea to just throw “spaghetti on the wall” as Brooks Bell says. Have objectives and focus.
Just do it, start.
- Paid search landing pages are a good place to start.
- Make changes to your headlines and bullet points first. These are often most effective.
- Expect to run lots of tests with “blah” results. It’s a process and you might get 2 or 3 out of 10 with interesting results.
- Generate internal excitement about the tests. Ask people to guess which one will win and post the results.
- Segment the test visitors by big buckets such as new, repeat, brand or non-brand term searched. This may give you a clearer understanding of the results and what to test further.
- You must have good people working with you to make testing fly.