There are a lot of definitions for optimization in the online marketing space. And, defining the word "optimization" will take a long series of posts. Instead, I want to focus on one basic aspect of optimization - testing. There are a few good tools out there today that offer their own various solutions for testing. Without running down the short list, I want to draw attention to a basic, foundational principle that should be universal - ease of use.We all know that testing is an important part of online advertising. It separates good tactics from bad tactics, good content from bad content, and good timing from bad timing. It facilitates learning. And, most importantly, it facilitates conversions.
A good testing tool manages complex needs in easy, logical steps. The right testing tool is simple to turn up and easy to analyze. It should test variables within a piece of creative, but also be channel-neutral with an ability to test content across a variety of channels. In other words, it should be just as easy to test on-site content as it is to test email content as it is to test mobile content.
Testing shouldn’t introduce yet another trade off for the online marketer. Complicated testing solutions prevent other business needs from being addressed fully. They keep businesses from testing as frequently and thoroughly as they can…and should. No testing means the optimal results are not being captured and the business ultimately suffers.
I hate to get “salesy” on all of you diligent readers, but the principles outlined above are the seeds of belief that grew into a screencast we recently completed that highlights one aspect of our own testing solution. If you’d like, check out the screencast here. Let me know what you think. My email address is bdeagan@knotice.com.
