7 Lessons for Testing with Limited Data and Resources
An optimization field guide for stressed-out marketers
It feels like there’s never enough time, money or headcount to do marketing testing and optimization “right.” The BIG WIN in our marketing experimentation, whether it is conversions, revenue, leads, etc., never seems to come quick enough. I’ve been there with you. However, after running 33+ tests in 18 months with our team, I can testify there are simple lessons and tools to help you optimize your marketing campaigns.
Here is a list of 7 simple, effective lessons and tools to leverage in your marketing optimization.
1. Determine optimal testing sequence based on projected impact, level of importance and level of effort
Marketers are continually asking, “How do I know what to test first?” I recommend prioritizing tests with higher potential revenue impact first. Remember to factor in the time for key phases of testing (build time, run time, analysis and decision time, implementation time), as well as the organization’s ability to develop and implement tests simultaneously.
Sample Test Sequence Calculation Sheet
2. Save development time and money by creating wireframes and prototypes first
Get organizational buy-in using landing page, email, etc. prototypes before spending time and resources on development. Axure is my personal wireframe tool of choice because of the drag and drop nature of the pre-built widgets, the ability to lay out the page with pixel perfect accuracy, and the flexibility of the prototyping functions.
Wireframe [in Axure RP], then develop your landing pages, saving time and money on revisions
3. Determine minimum sample size, test duration and level of confidence
Before testing, determine your necessary sample size, estimated test duration and number of treatments to achieve test results you can feel confident in. Save yourself the frustration and time of conducting inconclusive tests that do not achieve a desired level of confidence. Here’s a simple, free tool to help you get started.
Free Testing Tool from MECLABS
4. Get qualitative, crowd-sourced feedback before launching
Leverage User Testing to better understand consumer preferences and avoid the marketer’s blind spot.
5. Content test emails for increased clickthrough rates
Increase open rates with subject, from-field, and time/day testing; increase clickthrough rates with content testing. Test up to eight versions of each email for increased performance. I am personally a fan of Mailchimp Pro and have driven a lot of sales through this easy to operate ESP.
6. Results are good, repeatable methods are better
A single test that increases conversion rates, sales and revenue is worth celebrating. However, developing customer insights that allow you to apply what you learned to future marketing campaigns will result in a much larger cumulative impact on the business. What was the impact from the test, AND more importantly, what did we learn?
Summarize results AND customer insights after each test
7. Bring your team with you
Organizational transformation toward a culture of testing and optimization only occurs when others believe in it with you. The most practical education I received to increase my marketing performance was from the world’s first (and only) graduate education program focused specifically on how to help marketers increase conversion. Having three people from our organization in the program changed how we talk about marketing. We moved from making decisions based on our intuition to testing our hypotheses to improve performance. 
Sample lecture from Graduate Certificate Program with Dr. Flint McGlaughlin
More appreciating blog! Great internet site! It looks extremely good! Maintain a good job!| you are rocking always!.. – Search Engine Optimization Services Melbourne, SEO Company Melbourne
Found your post interesting to read. Very informative too , good job and thanks for sharing such a impressive blog. – Call Center Services Christchurch, Call Center Companies Christchurch
Very valuable information, it is not at all blogs that we find this, congratulations I was looking for something like that and found it here. – Email Support Services Auckland, Chat Support Services Auckland
I think this is one of the most significant information for me. And i’m glad reading your article. Thank for sharing! – Buy Leads Canberra and Brisbane, Energy Switching Leads Canberra and Brisbane
Very informative, keep posting such good articles, it really helps to know about things.
Really it is an interesting and informative article. I Got some good idea by reading this topic. Thanks for sharing your view. – Telephone Survey Services Wellington, Outbound Call Center Wellington
Great post and advice. Very useful information, it clarified things a lot for us. Thanks for the wonderful blog. – Lead Generation Companies, Appointment Setting Companies
I really appreciate your skilled approach. These ar items of terribly helpful data which will be of nice use on behalf of me in future.
Great article. This is very impressive post. Thanks a lot for posting such beautiful article. – Virtual Assistant Services, Virtual Assistants
Great article. It is very useful and informative. I got some good ideas about this topic. Thanks for sharing this post. – Data Cleansing Services Sydney, List Building Services Sydney
It’s a great spot to find new information. Here we all can learn a lot of useful things. Thank you so much for this wonderful article. – Appointment Setting Services Sydney, Appointment Setting Companies Sydney
Awesome blog. Really it is an interesting and informative article. Thanks for sharing this post. – Chat Support Services Sydney, Customer Support Services Sydney