2. What can we change to make it better? Run a large, screening multivariable test of the current control to gather lots of information quickly about the most important variables and low-cost opportunities for improvement.
3. Now that we know what's important, how can we squeeze out even better results? Run a smaller, refining test of a few key marketing-mix elements to leverage insights from previous tests and analyze interactions. These focused tests can answer questions like:
- Since a teaser on the envelope helps, can we come up with a stronger teaser?
- Can we raise price further if we offer a great premium?
- What combination of price and shipping discounts, deadlines, and terms will maximize profit?
4. Where do we go from here? Continue the cycle of testing - with ongoing A/B splits of new creative and another wave of testing - as the marketplace changes.
Multiple Test Strategies for a Multitude of Questions
For best results, someone on your team should have a good understanding of the full range of available test designs and techniques. So often you read of "factorial," "optimal" or "Taguchi" tests. But these are only three out of dozens of available testing strategies. Your choice should be driven by your unique objectives and marketing programs, rather than a favorite flavor of the month. Every test has its pros and cons - no one design is the perfect answer for every question.
"Testing is still the best way to find true breakthroughs." This quote from the 8th edition of "Successful Direct Marketing Methods" by Bob Stone and Ron Jacobs sums it up. Testing gives you the power to prove what sells. And scientific multivariable testing offers new tools to build insights with greater speed, flexibility and pinpoint accuracy. What questions are most pressing? Start with your objectives, list ideas, and find the right blend of test designs and strategies to achieve your goals.
Gordon Bell is president of LucidView. His research, writing and consulting over the last decade has focused on bringing advanced testing techniques from academia to the front lines of direct marketing, Internet and retail programs. He can be reached at (888) 582-4384 x707.
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