What’s every marketers’ favorite word?
“Test!”
It’s the only answer some people know.
Yes, testing is mucho important.
(Don’t get me wrong.)
But here are some things to be mindful of…
1. Testing crap against crap
If you throw two clumps of poop against the wall, one of them might stick better than the other, but the “winner” is still crap. This is the problem I have with people acting like testing is all you need to do.
No, you need solid fundamentals, too.
Otherwise, you’re just learning which turd smells best…
2. Not enough traffic
If you lack significant traffic, it’s going to be a LONG time before you get any statistically relevant numbers to go on (TIP: don’t trust google optimizer to tell you when a test is over, they declare winners and losers WAY too soon).
If you have little traffic, it’s cool and the gang.
Just get started, you can get it right later.
3. Testing whispers not screams
I think Jay Abraham first used this phrase. And even some of the fanatical testers I know flub this up by wasting time testing “whispers” (i.e. small changes) instead of “screams” (big changes).
If you’re testing, test BIG.
Test big, win big.
Test small, win small.
OK, that’s it for today.
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Ben Settle
