When it comes to marketing, everyone has a view. Seriously. Almost everyone has something to say.
Take for example some of the following marketing scenarios:
What color of the headline should we use? Red or blue?
Long or short sales copy (do readers actually have the time to read long sales copy)?
Should we have pictures in the ad copy?
When should we send out the email blast? Tuesday? Wednesday? Or over the weekend?
How should we price our upcoming product? $47 or $147?
What are the answers?
Well, the simple truth is - we don't know for sure! Until we test them out.
Many marketers (and non-marketers) like to make assumptions based on what they think is correct without proper evidential data to back them up.
And such assumptions can sometimes be fatal. It can make a significant difference between a successful and a disastrous campaign.
And here's the thing. It's not about what I think. Or you think.
It's about what the customers think. It's about what the customers want. Ultimately they decide what is right. And they vote with their wallets. So we have to listen to them.
Hence this brings about the importance of making data-driven decision. Not decisions made on emotions.
When in doubt, do a split test or multi-variance test. Track every aspects of your marketing campaigns. And have the data recorded down.
After that, plot them on a graph so that you can analyze the trend.
The statistics can immediately illuminate a pathway for us. What used to be dark and blurry is now bright and clear. It puts us in a position to make better-informed marketing decision.
With testing and tracking, you can immediately know what's working. And what's not. And with that, you ditch the bad, and ramp up on what's giving you results.
That's the fastest way to grow your profits. And at the same time, to minimize losses on failures.
Wonder why Google, Amazon and eBay have grown to such mammoth proportion? Because they gather statistics and constantly improve! They find out what the consumer wants. And then they give it to them.
Its' not very difficult, ain't it?
So here's the deal. Make an effort to test and track every of your marketing campaigns today. And your business growth will thank you for it.
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