Marketing testing plan
Testing is a word that we fundraisers and marketers use a lot, but I don’t see a lot of robust testing plans and I don’t see a lot of re-testing of the same thing.
- call to actions and asks
- and we can test a platform or journey or conversion funnel.
Testing to answer a question
Create a test plan
1. What questions do you have, that you don’t know the answer to?
i.e. Does a colour image get better click through rates than a black and white image?
Do stronger Click Through Rate (CTR%) correlate to a better conversion rate (CR%)?
2. What elements do you need to test to answer your questions?
How many tests do you need to run to answer your question?
Is it volume of responses? Or number of tests? Or % of people/ database?
3. How do you conduct these tests?
- AB Split test
- At channel/ source
- At point of Conversion
- Content or functionality
- Segment test
- Same Content, different audience
- Same Audience, different content
- Dynamic content tests
- Timing of messages
- Frequency of communications
4. Reporting and measuring your test
- What is the benchmark we need to decide if the success is positive or negative?
- What do the results tell us?
- How do results compare to expectations?
- How are we going respond to what we’ve learned?
- Do we have enough information?
5. What is our new testing plan?
What learnings did we get from how we planned our last tests. Will we do it differently?
Test often, but have a plan
“what question will it answer for you? And if you knew the answer now, what would you do with that information?”