Getting Back to the Basics – There’s a right way and a wrong one…
At work in the past couple of weeks, our battle plan has been changed – to have my boss work on the PPC management, and I would work on expansion. However, some of the expansion things have had their hangups- as they rightfully would. My boss’s new mantra now (his original one – to be honest) is about going back to the basics… Test test test.
The truth is, that that is a great strategy. However, it really goes back to what you are testing for. If you test random things without a plan, you are going nowhere. You start with a vision, then you can kick ass.
So what is a vision - and how do you use it to get results? Ohh… and what qualifies me to tell you how a vision leads to success?
First off – what qualifies me to tell you how a vision leads to success. If you ask me what drives me to wake up in the morning – I tell you a vision. I look at things for what they could and should be, and then I shoot straight for them. This has lead me to be able to make $1 million dollars for my company this year (and have my boss tell me we are shooting for $10!).
Now, I’ve told you what qualifies me to define vision as the most important thing in life – it’s time to apply that to testing. Many people will often say “test test test” – like it’s the holy mantra. The challenge is, that if you test without thinking about the implications, you can only replicate the test results in exactly the same situation that you created the test; limited indeed.
However, if you took the time to actually create a couple of hypothesis about what your customers and website visitors want / will make the site convert better, you can learn alot more. That starts with a vision. You’ve got to start with your customer’s vision in mind. What do you think are their needs? Who are they? What types of things turn them on? You create an assumption – and start marketing. Now you are ready to test your own analysis, and see if they are correct.
So if anyone ever tells you to “get to the basics” of “test test test” – tell them the real basic is a vision… (Yeah, boss )
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