How to make testing more achievable and effective
Improving test performance really isn’t rock science. Improving test performance is actually very achievable, if you’ll simply practice the basic study strategies listed below.
While applying one or two of the study strategies will definitely improve your performance, practicing all of the strategies from the first day of class will result in much better academic and test performance.
The standard recommendation when starting out is to perform a simple split test whereby you create a variant of an existing page and change only one element (e.g. a benefit statement, call to action text, hero image).
This exposes you and your stakeholders to all the different activities involved with testing, while still offering the potential to achieve meaningful results.
Avoid too many simoultaneous tests
Once you start to see the value of testing, it is not uncommon for excitement to become a key factor in decision making.
This can often result in multiple tests running simultaneously, which means that tests may interact with each other. This can make analysis and deriving confident conclusions difficult.
The key is to avoid conflicts – situations where a test in one area could impact the performance of a test in another area.
Document your testing strategy
We always recommend that you document your testing strategy (or any strategy for that matter). This helps to establish and continually affirm that everyone is working towards a shared goal.
Use a testing scorecard
Testing ideas often come from multiple sources, and this is especially true once you are able to demonstrate the value of your online experiments.
We recommend developing a scorecard to determine the priority of different test ideas.
Develop a knowledge sharing process
To keep stakeholders supporting testing activities, it is useful to establish a process to share the results of tests. This can include:
- Internal email summaries sharing test results
- A repository that houses all testing activities and outcomes
- Retroactive meetings to discuss what went well and what needs improvement
Measure your testing performance
This does not refer to measuring test results, instead it relates to how to measure your company’s testing activities. Example metrics for measuring a team’s performance include:
- Velocity – How many tests are launched within a specific time period?
- Turnaround – How long does it take to launch a test once a hypothesis has been determined?
- Impact – What percentage of your tests resulted in a positive difference being observed?
No matter which platform you are using; is it Facebook, Google Ads or something else you can implement these strategies to your ads.