Introduction
In this lesson, we will explore how to update and add to A/B testing regimes in order to start putting together your own bespoke tried-and-tested toolkit. You will learn how to make strategic campaign changes in order to drive campaign growth, and how to avoid wasting budget moving forward.
Your approach to testing should be an extremely iterative process, and ultimately allow you to collect useful and applicable data to inform the performance projections for your campaigns.
Define the testing regime that you intend on applying, as well as metrics and benchmarks to measure success against. Typically, this would include:
- Content length
- Tone of voice
- Incentives
- Testimonials
- Format
- Narrative
- Creative style
When initially rolling out upper funnel campaigns, make sure to:
- Test with a smaller budget with a phased plan
- Avoid making big changes in the 4-week learning period
- Use data reporting to inform decision making
