The Opportunity
Testing is an optimization service that will enable a brand to …
1. Make informed decisions based on science and data.
2. Produce consistent & systematic improvement.
3. Enable actionable processes.
Why Test?
Testing answers the question why?
- Pre-testing analysis shows what should be tested by raising questions.
- Testing provides a systematic and scientific approach to answering these questions.
01 Testing is the process in which we can find actionable learnings by asking (and answering) questions.
By using structured design and evaluation, we can learn what does and doesn’t work with a certain level of confidence.
02 Testing can help us optimize creative, content, frequency, acquisition.
But testing cannot optimize these things automatically.
Testing cannot tell you the best time to send emails, but it can tell you if one time is better than another
Most Tested Areas
Testing Process
A framework for creating a testing plan
Where to Start
Testing Marketing Loop
Defining a Testing Plan
Considering Your Objective
Defining Objective
Creating the Hypothesis
01 What question are we trying to answer?
Establishing the question that needs answered dictates the rest of the test design
This is the most vital part of testing
Designing the Test Type
02 Deciding the type of test to run
Designing the Test Sample Size
Designing the Test Duration
Defining the Control Group
To really understand if a change to an email actually affects response rates, those response rates should be compared to a control group – when possible.
What are the control group options?
Implementation
At this stage, you should know:
- What you are testing
- How you are testing
- Your control group
Evaluating the Results
Testing Repository Part 1
Testing Repository Part 2
Testing Repository Chart
Test Brief Client Example
Testing Repository Chart
What Is Successful Testing?
The Rules for Testing
What Should I Test?
