Updated: Jul 19, 2020
To help everyone understand data analytics and generate creative, effective test ideas.
For the last 5 years, I've kept a folder on my computer to store screenshots of examples and results from notable campaigns. The only problem is... they never see the light of day.
That changes now.
This space will be chock full of strategies and tactics that other companies or nonprofits are using alongside analysis of whether or not it works - and some ideas for how you can apply those ideas to your own campaigns.
I always say that test ideas can come from anywhere, but it's easy to be overwhelmed by options. Too often, I see well-intentioned marketers get caught up in the "what if" of a dozen different test ideas, only to not run a single experiment in 6 months.
The answer? Start small.
Start with a single data point, a single metric that you want to improve, a goal. Understand where the data comes from, and how users interact with your materials to produce that data point. That information naturally leads to hypotheses about what could be different - or better. And thus, a test is born.
I have hundreds of tests under my belt. I've seen the good, the bad, and the really ugly. Through it all, one thing remains constant: nothing beats a good idea.