Variables Are Your Enemy. Change. One. Thing. At. A. Time.
January 10, 2018
Everybody's a critic, and everybody as an opinion. Which everyone's entitled to. Just be careful about taking an opinion to task- especially when it comes to your marketing campaigns.
After finishing our website redesign, I was reminded how important it is to tread lightly when changing variables on a website or marketing campaign.
During and after the web redesign, many people made all kinds of suggestions for changes to "improve" the site.
I certainly appreciate input from people. I believe this means they care.
But the changes people suggested were simply based on their opinion.
Sure, you may have a boss who wants you to make changes to a website or marketing campaign, but I highly recommend you suggest that testing any changes would be the way to go.
And if you do change a website or marketing campaign, try your hardest to only change one variable at a time. ONE.
Sure, there are ways to do multi split-testing for variable changes, but they can be very complicated and may not really give you an accurate picture of the results.
Only if you change one variable at a time, and get a proper sample of response, can you be fairly confident that your change was either positive or negative.
One of the worst things a marketing person can do is to make a ton of changes to a campaign, especially prior to testing the results of the current campaign. It's basically like starting from scratch.
But if you learn and implement A/B testing, it can not only be productive, but also a lot of fun! Here's an interesting read about A/B Split Testing.
So when you're tempted to start making changes, put on the brakes! Hold on tight. Be patient. Change one thing only. Test. Rinse. Repeat.
Here's a blog post I wrote about testing variables.
Thank you for reading,
Cheers,
Chris
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