On any ad you push out there, there are hundreds of variables working for you or against you.
At some point (early on) assumptions need to be made.
Assumptions of how variables are impacting your test so that you can get closer to the tests that matter.
The time of day, the word choice or if you make the logo bigger isn’t all that important to test.
Certainly, we need to make smart assumptions and use what data we already have, but running a test for these variables isn’t as important as running a test on if a story we tell is a memorable one or if one giveaway item was more meaningful to the target than another.
Better still is testing of the target.
What makes them tick? Do the people you’re targeting care? Do they remember you? It might not be the creative, it might be the people you’re targeting.
Reality is the stronger input, the stronger output.
As Seth puts it, “Just because it can be easily measured with two digits doesn’t mean that it’s accurate, important or useful.”
Stay Positive & Measure What Matters Most
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