HIGH TEMPO TESTING – It’s fun but serious work
Testing is fun!
Almost anyone is capable of testing anything. This is a stumbling block that fact-paced growth teams often come across. As testing is serious work. We use testing to seek growth opportunities and ways to solve our business challenges. A growth team’s main task is to make marketing more effective for their business. Just any old test or result haphazardly gained will not fulfill this requirement.
The cornerstone of testing is knowledge management. The information experts glean from valid data should form the basis for testing. Hypotheses and the tests that verify them must be manageable and meet the set goals. To obtain accurate results: you need to perform tests on correctly-sized test and control groups and interpret the results with sufficient care. Through this method, you will gain scalable, relevant insights on which to base your marketing actions.
Here’s how to make your growth team successful and validate the credibility of your testing for true transformation:
CONTROLLED TESTS -> Divide the tests into sufficiently small, measurable entities. Test only one thing per target group at a time.
HYPOTHESIS BASED ON DATA -> Aim for data-driven testing, harness data as a basis for testing, and utilize an expert analyst to define the hypothesis and test set-up.
SET SUFFICIENT OBJECTIVES -> What goal does the test aim to meet, and when it is scaled for marketing use, what effects can be achieved through it? Define the purpose of the test based on euros or expert judgment.
TEST AND CONTROL GROUPS OF THE RIGHT SIZE -> Define the size of the test and control group according to the wanted effect to obtain a valid result. Take advantage of ready-made tools.
INTERPRET THE RESULTS CORRECTLY AND BEWARE OF ERRORS -> Make sure the results are statistically significant, forget the average. Be careful not to interpret that an effect exists when it does not or doesn’t exist when in fact, it does.