Module Four, Class Four Seminar Notes



Why do we test?

  • To optimise
  • To improve
  • To learn
  • To increase ROI
  • To see what customers want (not the client/director)
  • To challenge assumptions
  • To find real-time feedback

Testing makes things more reliable, quicker, easier to execute. Testing means we’re not relying on guess-work, assumptions on customer behaviour.

Thomas Johnson – ‘Testing is a good countermeasure against delusion’

Testing shows you where you actually stand when it comes to performance

What can we test?

  • Copy
  • Pricing info
  • Calls to action
  • Subject lines
  • Pixels, font size,
  • Different channels
  • Downloads
  • Customer journey
  • In digital, it’s very rare not to be able to TEST ANYTHING!


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