From gravity to relativity to radiation, each of the major scientific discoveries of the world began with a great idea. These ideas were tested in a series of experiments based on the scientific method, resulting in eureka moment when scientists triumphantly announced their discoveries in the world.
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Marketers experience similar joy when they find ideas to stimulate sales or other key indicators of the company. Fortunately, you do not have to hire a scientist or wait a strike serendipity to make these discoveries. As scientific discoveries are the results of the following established principles deliberate experimentation, marketing discoveries can be found similarly. Recent technological advances have allowed for tests online in real time with real data on the basis of an unlimited array of factors in the experience of the user. Here are five steps to find your eureka moment.
1. Intelligent Guesses
Discovery begins with a hypothesis. This is sometimes described as a guess, but it really is an idea based on observation and possibly mixed with some conjecture. Modern analytical solutions used to examine real-time data in detail to find patterns to form the basis of a test. machine learning algorithms can fine tune these even further, so you start with ideas that have a high potential. Your assumption will be an additional value when linked to business objectives and performance indicators.
2. Fire Up laboratory equipment
The laboratory A scientist has balances, centrifuges, and many other devices. Your digital lab is equipped with many tools too, all housed in your local computer. These tools are in the form of testing. Here testing – in order of complexity – that are available to you:
- A / B: Essays two versions of a unique digital experience
- a / Bn: Tests unlimited versions of a unique digital experience
- multivariate: simultaneously testing alternative elements of a digital experience to find the best combination
- Multichannel: Teste different aspects of the customer journey across channels
- target Tests different versions of content targeted to different audience segments
as you become more skilled with these tests, you can have many of them running at the same time. It is important to implement protective measures, such as the definition of a priority or targeting criteria to prevent a visitor to be in more than one test. Otherwise, you risk your ability to clearly interpret the results.
3. Analyze the results and conduct follow-up testing
Scientific theories are not based on experience; likewise, you can not start a campaign or marketing strategy change on a test. For example, you may find that putting a video on the home page increases retention, which was your original hypothesis. But, have you testing different videos to determine who would have the greatest effect? Have you tested where on the page to place the video? Do you know that this increased retention will improve the company’s performance? All these questions can form the basis of additional tests to optimize the initial result.
4. There is no thing as failure
The only potential failure is the failure to learn something. You can learn from all your results, particularly unexpected results and results that refute your initial hypothesis. These results often encourage deeper thought and investigation, and accordingly, new tests you can run surveys surface you would not have found otherwise.
Similarly, even if you have a clearly positive result, it may not be for the reason / s you predicted. Do more tests to be sure that you have learned what really caused the success. You succeed every time you learn something -. No matter what the test result is
5. Broadcast your story
The best testing program in the world will fail without communication and collaboration. It starts before the program begins obtain the support of key executives. After testing, monitoring communications explaining the reasons to do the test, goals and metrics, and results. Make sure you bring the results as “a 4 percent lift” in monetary terms easily understood and appreciated. Send these results to a wide audience to generate more interest in your testing program.
this mixture of tools and strategies will lead you to many marketing “eureka!” moments. for more details, additional examples and customer testimonials, download our free report, Find Eureka :. The new science online testing