When you think of testing and measuring, you tend to think of one word – boring. Despite its lacklustre appearance, it is regarded as one of the most powerful processes you can incorporate into your marketing. If you don’t test and measure, you’re not marketing, but guessing.
Testing and measuring can be as simple or complex as you make it. In its basic form, you test a new idea and measure the results you get.
There are a number of tools you can use to test and measure. Direct-response marketing and email tracking systems are some of the most powerful tools you can use to gather information on what is working and what is not. With this information you have the power of knowledge at your hands to change what you are doing to get the most optimal results next time.
Tip 1: Take it step by step
It’s important when you are testing and measuring to only test one thing at a time. For example, if you are sending out monthly newsletters, try changing the headline over six weeks. Once you know which works best to bring the most readers to your website, try changing the day of release.
Tip 2: Test everything!
Continue this process with as many aspects of your marketing as you can, including guarantees, testimonials, or links. The more you test, the more knowledge you have, and as we all know – knowledge = power.
Tip 3: Don’t settle
Once you have tested everything independently, six times or more, it’s easy to think ‘Ok, I now have the ultimate formula!’. But you never know, something could be even better – and how do you know if you don’t try? It’s important to always stay fresh and test out new components of your marketing to keep ahead of the competition. Test new ideas every now and again, and see how they influence your results…you might just be surprised when you stumble upon an even better formula.
Take the guesswork away from your marketing, and drill this message into your head; Want your marketing to be successful endeavour? Test and measure, test and measure.