"Stop guessing!" suggests James Roche, Co-CEO of Offermatica, as a resolution for the New Year.
Mark Ogne, VP Online Marketing for RingCentral, offers his enthusiastic second to the idea. "Testing has fundamentally changed our approach," he says. "We don't have to guess anymore. Our customers show us what's best."
"I won't shy from a debate on marketing, but knowing is believing," says James. With that in mind, he proposes these practical approaches in the New Year:
#1. Test to end internal tug-of-war
You know the scenario: The CEO wants apparel photographed on a clean white background; the art department's sure that models sell better. One team is convinced that a "Flash"-based form will carry the day, and another preaches a Google-like austerity.
This year resolve to learn how to graciously concede that there was a better idea, and challenge yourself to win the next round of tests.
#2. Test to enhance the creative process
You come up with a brilliant marketing idea, you develop inspired creative -- and nobody clicks. This affects more than the bottom line: nothing takes the wind out of the sails of a brainstorming session more than the failure of a previous campaign.
"Once you begin testing," James says, "you'll begin to think about the whole creative process differently." Marketers and creative folks alike become empowered because they know they're going to get the best possible return on their hard work.
#3. Test to end second-guessing
No one wants to hear their CEO say, "You should have done it this way..."
By testing different variations ahead of time, you know what works best. When somebody questions your work, you have scientific data to back up your decision.
#4. Test before you spend big or make big changes
Did you ever invest in a cool new technology, guaranteed to ease usability, and it turned out that it didn't make a bit of difference to conversions -- or worse, that your customers just got confused?
When you need to make major changes or incorporate new functionalities, test to see if the return will be worth it before you spend.
#5. Test to keep promotions under control
Special promotions are a way of life for online companies, yet for the marketer, they're fraught with peril: Run one successfully, ROI soars and you're a hero. Run one unsuccessfully and you look like Charlie Brown when Lucy pulls the football away -- flat on your back and gasping for air.
By incorporating testing into every promotion, the whole process changes because the best possible ROI is guaranteed.