Final Thoughts On Testing.
Filed Under Unemployed |
Once you’ve established your key statistics and you know approximately what they mean to your Goal (making money), you should make changes in an effort to increase those key ratios. Here’s the most important advice I can give: only test one change at a time. If you try to test two things at once you will never know which one mattered and which one didn’t. There are programs out there that allow marketing companies to do multi-variable testing. They cost a fortune and the aspiring Unemployed like you and me don’t have the resources to use them. That’s why you should change one aspect of your business and then watch it like it like a hawk so you know whether it helped, hurt, or made no difference at all. Two things you should be aware of when you’re testing a new strategy in your business:
1. Seasonality: you may see a spike or dip in your business due to seasonal factors. You can check against last year’s results as a frame of reference, but if you’ve been in business less than one year you’ll have to run the test for a longer period to get reliable results.
2. Industry trends: every company (or website) in your market may peak or valley around the same time due to the changing market. The only way you’ll know is if you stay on top of what’s going on in your world. Otherwise you’ll patting yourself on the back or cursing yourself without any real reason.
You set yourself up for long term success if you’ll commit to obsessively measuring the key numbers of your business and organizing them in a meaningful way. Data on its own is meaningless, but data can become information that’s worth millions when it gets into the right hands. Become a measurement junkie. It will serve you well.
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