Testing is hard. For some, that’s enough to put them off the process entirely. However, testing is not optional for a growth-oriented digital marketing strategy. In any market, competitive pressure over time requires innovation just to maintain the status quo. As we wrap up this series, here are some key points to keep in mind.
The Nature of Testing
Testing is inherently uncomfortable because it requires trying things without knowing if they will work. In fact, there is a high likelihood that many tests will fail to produce the desired outcome. Everything in our data-driven, profit-optimizing minds resists the feeling of placing a blind bet. The key is to focus on learnings and insights as the primary outcome of each individual test and how those can be applied to the greater growth strategy.
Avoid the Digital Marketing Lottery Mentality
Don’t bank on winning some sort of digital marketing lottery. If you expect one big test to be a game-changer, you are likely to be disappointed—and possibly left with a depleted marketing budget. Instead, view testing as an ongoing investment in growth.
Testing Is Not Optional
If you focus solely on optimizing what already works well, you will inevitably lose market share over time. The only solution is to consistently try new things in a methodical way, keeping your eye on key performance indicators (KPIs) to protect and support your business. While each individual test provides learnings, the ongoing testing process drives long-term growth.
A Note on Testing Methodology
Since we began outlining this series, a new testing challenge has surfaced that we want to address before wrapping up.
Focus your testing on real-life conditions. You might be tempted to run tests in a vacuum, isolating them from other marketing influences to measure their effects purely. However, this approach answers a misleading question: How would my marketing program perform in an alternate universe where this one test is the only factor?
Instead, consider the more valuable questions:
What am I trying to understand with this test?
How else could I gain these learnings without creating an artificial landscape?
What is the potential upside of running this test?
How would it actually perform within the context of my overall marketing program?
What is the incremental value of this test?
Is it worth transitioning this initiative from "testing" to "optimization"?
Running tests in isolation can lead to missed opportunities. Your test is likely to perform better when supported by your optimized program, and real-world testing provides more actionable insights.
Final Thoughts
Testing may be uncomfortable, but it is essential. By focusing on learning rather than winning, integrating tests into real-world conditions, and continuously innovating, you can drive sustainable growth in an ever-evolving digital landscape. It’s not easy, but it’s worth it.
Looking to Revisit the Testing Mindset Series?
Part 1: The Case for the Testing Mindset
Part 2: Why We Resist Testing
Part 3: The Core Principles
Part 4: The Framework
Part 5: Testing in an Algorithmic World