You can also send surveys to your customers to get feedback , or chat with your customer service team who are constantly in contact with the public.Using the information you obtain, create a tentative assumption or deduction that you will then need to validate.
Treatment
It is the study that is carried out to prove or refute the hypothesis . It requires testing.
Experiment
Generally, it will be an A/B test with a set duration . It is an experi email data ment in which two variables are compared at the same time.
Analyze data
After performing the test, you can analyze the results obtained and verify or not your hypothesis . Remember to focus your energies on the objective you were pursuing: conversion. Do not divert your focus on vanity metrics that are not aligned with the objective.
Study the side effects . If there is something that catches your attention, it may be a good thing. Once you finish this study, take another test on that particular topic.
Follow-up
To track optimization experiments, it is necessary to document both the pre and post experiments and the results provided by the tests .
It is always good to document everything so that any professional who joins your company or the consultants you work with can clearly understand what has been done previously and, most importantly, why it has been done.
Confirmation bias in marketing
We often talk about Marketing as if it were a science because we are surrounded by data and processes . However, the problem is that through the results obtained, we seek confirmation of a hypothesis and reinforcement of certain ideas. As Warren Buffet says:
“The best thing a human being can do is interpret all information in such a way that his previous conclusions remain intact.”
It is difficult to separate the results of metrics from personal opinions . That is why there is a lot of information circulating on the Web today that only serves to lie to ourselves.
Don’t go down that path, try to approach your Campaigns with testing and measuring the effectiveness of your tagline skepticism and understand that you have an audience that is increasingly demanding and requires personalized experiences that are consistent with what they are looking for.
To avoid bias ask yourself:
Why do you think a change is necessary?
When do you expect to get valid results?
Go ahead and put these tips into practice and start increasing your ability uk data to convince users to turn them into loyal customers . Check out these recommendations and more in the presentation that Pablo Penadés used during his Webinar!