You need to run experiments. The one who runs the most experiments wins. BUT – most marketing experiments are done wrong. What’s missing is hypothesis driven testing across all inter-business disciplines. For each experiment create a document that contains the list items below: Hypothesis (What you expect to happen and the change to be made) Dependent variables (What are the test outcomes?) Methodology (What type of statistical test will you use on the data and why?) Sample size (How will you calculate sample size, and what is the expected number?) Analysis Plan (Which segments of data will you be analyzing? Which metrics?) Test Execution Plan (How will this test be run? Where and when?) Dependencies (What sort of resources will be needed for this test? Budget? Staff?)
Optimization is the process of testing and refining websites, mobile applications, landing pages, email campaigns and marketing and growth efforts with the goal of increasing performance around desired outcomes. Optimization includes A/B testing, which is the process of testing one thing against another version of the same thing. A/B testing and optimization is an important part of growth marketing. These articles feature the best strategies on how to optimize your growth efforts and provide new ideas to help inform your A/B testing and optimization plans.
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