Testing is a very powerful tool for marketers, as it allows them to determine what is the approach that works best for a strategy. Through experimentation, it is possible to find which messages or images perform best, as well as create web pages that improve lead acquisition.
One of the main mistakes in marketing testing is to focus on small improvements, such as changing the color of a button, rather than focusing on broader changes that improve the user experience.
More often than not, marketing strategies lack this type of evidence. This is because they are perceived as a waste of time and effort. In fact, many marketers do not even have experience in this type of testing and the few that do, have acquired it by testing on blogs or personal campaigns.
When facing a test in marketing, there are two major challenges: deciding what we want to test and interpreting the results correctly.
On the other hand, every test we run requires effort, resources and time. This means that each test has a tangible cost, as well as an opportunity cost. In other words, testing is expensive, which is why many companies discard this process.
However, it is possible to maximize the impact of the tests. To do this, we can prioritize them, focusing on the experiments that produce the greatest result in the shortest time.
how can we avoid wasting time and money? First of all, we should focus on really important pointsif we spend months studying whether a red or a green button is better, it will only lead us to lose money. We should focus on key points, for example, change the call to action or the lead magnet we offer.
On the other hand, it is important to to know how to analyze the results of the tests. In this regard, there are many factors that can influence the outcome and affect test performance.
It is also worth being clear that the purpose of testing is to gain new knowledge about what works and what does not. Ultimately, this knowledge will lead to improved results, but this should not be the primary goal of testing.
The knowledge we will gain will be far more valuable than the results, as we will be able to apply it to subsequent marketing and marketing efforts implement improvements based on them, which could lead us to completely change our marketing strategy.
As we have pointed out, the insights gained from these tests are more valuable than the results, as they can be applied more broadly, so we should apply them to other areas as well.